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Index
Title Page Copyright Page Dedication Preface Introduction CHAPTER 1 - What People Really Want
The Life-Force 8 The Nine Learned (Secondary) Human Wants
CHAPTER 2 - How to Get Inside Their Heads: The 17 Foundational Principles of ...
Principle #1: The Fear Factor—Selling the Scare Principle #2: Ego Morphing—Instant Identification Principle #3: Transfer—Credibility by Osmosis Principle #4: The Bandwagon Effect—Give Them Something to Jump On Principle #5: The Means-End Chain—The Critical Core Principle #6: The Transtheoretical Model—Persuasion Step by Step Principle #7: The Inoculation Theory—Make Them Prefer You for Life Principle #8: Belief Re-ranking—Change Their Reality Principle #9: The Elaboration Likelihood Model—Adjust Their Attitude Principle #10: The 6 Weapons of Influence—Shortcuts to Persuasion Principle #11: Message Organization—Attaining Critical Clarity Principle #12: Examples vs. Statistics—And the Winner Is... Principle #13: Message Sideness—Dual-Role Persuasion Principle #14: Repetition and Redundancy—The Familiarity Factor Principle #15: Rhetorical Questions—Interesting, Aren’t They? Principle #16: Evidence—Quick! Sell Me the Facts! Principle #17: Heuristics—Serving Billions of Lazy Brains Daily
CHAPTER 3 - Ad-Agency Secrets: 41 Proven Techniques for Selling Anything to Anyone
Ad-Agency Secret #1: The Psychology of Simplicity Ad-Agency Secret #2: Bombard Your Readers With Benefits Ad-Agency Secret #3: Put Your Biggest Benefit in Your Headline Ad-Agency Secret #4: Crank up the Scarcity Ad-Agency Secret #5: 22 Psychologically Potent Headline Starters Ad-Agency Secret #6: 12 Ways to Lure Readers Into Your Copy Ad-Agency Secret #7: 360 Degrees of Attention-Getting Power Ad-Agency Secret #8: The Reverse-Type Pitfall Ad-Agency Secret #9: Crush Your Competition With Extreme Specificity Ad-Agency Secret #10: The Famous Ogilvy Layout Principle Ad-Agency Secret #11: The Psychology of Typefaces Ad-Agency Secret #12: Insist on the Pro-Design Difference Ad-Agency Secret #13: The Power of Questions Ad-Agency Secret #14: The “Granny Rule” of Direct Mail Ad-Agency Secret #15: The Psychology of “Social Proof” Ad-Agency Secret #16: The Guillotine Principle Ad-Agency Secret #17: PVAs—The Easy Way to Boost the Power of Your Copy Ad-Agency Secret #18: Directing Mental Movies Ad-Agency Secret #19: Battling Human Inertia Ad-Agency Secret #20: Establish Your Unique Selling Proposition Ad-Agency Secret #21: Buy Your Own Island Ad-Agency Secret #22: Authority Positioning Ad-Agency Secret #23: A Sales Letter in Survey’s Clothing Ad-Agency Secret #24: Power Your Ads With Pictures Ad-Agency Secret #26: Long Copy vs. Short Ad-Agency Secret #27: Offer Testing Ad-Agency Secret #28: Survey Power Ad-Agency Secret #29: Editorial Energizers Ad-Agency Secret #30: The Coupon Persuader Ad-Agency Secret #31: 7 Online Response Boosters Ad-Agency Secret #32: Multi-page Your Way to Success Ad-Agency Secret #33: Guarantees That Guarantee Higher Response Ad-Agency Secret #34: The Psychology of Size Ad-Agency Secret #35: The Psychology of Page and Section Positioning Ad-Agency Secret #36: The Fantastic Four Ad-Agency Secret #37: Consumer Color Preferences and How Color Affects Readership Ad-Agency Secret #38: The Psychology of Pricing Ad-Agency Secret #39: The Psychology of Color Ad-Agency Secret #40: Wrap Your Ads in White Ad-Agency Secret #41: Give Yourself a “Cleverectomy”
CHAPTER 4 - Hot Lists: 101 Easy Ways to Boost Your Ad Response
22 Response Superchargers 9 Ways to Convey Value 13 Ways to Make Buying Easy 11 Ways to Boost Coupon Returns 46-Point “Killer Ad” Checklist
Epilogue APPENDIX - Recommended Reading Index About the Author What Organizations and Participants Are Saying About Drew Eric Whitman’s ... When Asked, “What Did You Like Most About the Seminar?” Participants Said:
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