10 Lessons from Book Cashvertising By Drew Whitman

advertising is a subset of communication. Sales is a subset of advertising. Persuasion is a subset of sales. And psychology is a subset of persuasion.

Getting action requires two steps: (1) Make it easy to act, and then (2) ask for action.

Express only one thought in a sentence, no more. Use your next sentence to say the next thing.

Not only is it pleasant for us to satisfy our eight primary desires, but it’s also pleasant for us to read about how others have satisfied them.

The features are the attributes. The benefits are what you get from those attributes.

More simply, evidence can be facts, figures, testimonials, endorsements, research, charts, videos—you name it—as long as you, the advertiser, didn’t create it yourself.

10 Lessons from the book The Secret

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