Very insightful & practical book. Following resonated with me.
- Marketing requires the quiet skills of empathy and perception
- Write down your desired customer reaction to your advertisement
- Think and speak one to one, not to all.
- If you can’t find interesting specifics, you should really question why you are advertising at all.
- Include benefits in Ad headlines.
- After self-interest, news is the second most effective motivator. Inject news and make it quick and easy.
- You don’t need to make your customer interested, you need to speak to their already existing interest - Write for the interested customer.
- Couponing is much maligned but it really works.
Twitter: https://twitter.com/2010Robh
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