Category: Scientific Selling

When It Pays to Praise

I’ve gotten a few copy critiques in my day. I’ve given a few, too. And I’ve discovered there’s one essential element to making them effective: “ego butter.” Let me back up a bit, so I can explain by way of example…

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Ten Years After

This has almost nothing to do with copywriting, but if you don’t mind — and even if you do — I’m going to continue anyway, yes? See, these days, you’ll already seen and heard...

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Read this NOW, or the Puppy Gets It!

Years ago, I think it was National Lampoon sent out a mail campaign trying to get subscribers… or maybe it was renewals… with a picture of a man holding an adorable puppy draped over his left arm. In his right hand, he held what looked like Dirty Harry’s revolver. The headline read (I’m paraphrasing): “Subscribe now or the puppy gets it!” Depending on how you feel about puppies, that qualifies as an “urgency” pitch. Of course, there are other ways to create urgency.

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