10 Lessons from the book Ca$hvertising By Drew Eric Whitman

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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.

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

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

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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.

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

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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.

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