Higher Profits Through Testing of Every Variable
An improvement of three-tenths of one percent in response rate can double your profit.
The Long And Short Of Persuasion
Fans of short copy are almost never successful copywriters. Short copy has limited amounts of compelling information, response rates are frequently low. There’s also the risk of high numbers of cancellations and refund requests because the product or service wasn’t what the customer imagined.
High Frequency Advertising
The more opportunities people have to see what you offer, the more likely they are to buy it.
Stuffing the Golden Goose
How will you exit your company? In business 20 years or 20 minutes, defining the end game will help you make the best possible business decisions.
A Banking Story – The Ten Day Hold
I’ve just had an unpleasant experience with my bank. I chose this bank because it was directly across the street from my office, and accepted everything which came with the package.
Applying The Persuasion Diagram To Newspaper Ads
In the last post we used the persuasion diagram to organize advertiser information, which we then used to compose a radio ad. Let's use the same exact information to build our newspaper ad. We fleshed out the rough points into this radio script: "Sometimes late at...
Using The Persuasion Diagram To Make A Radio Ad
We need a vivid first mental image for our Attention-Getting Headline. Please understand that my objective is persuasion, which tends to work more effectively when I write the way people speak.
What I Know About Writing Ads, I Learned In High School
Get familiar with this diagram. You can use it to create effective advertising copy for radio, for newspapers, for flyers, for sales letters, for television ads.
Allstate Gets It
I don’t want to use your web site. I just want to know what it will cost me to insure my car.
The Truth About Recycled Ads & Pickup Lines
Chuck McKay demonstrates that reusing someone else’s advertisements generally produces the same results as using old pick up lines.