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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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