Let Me Repeat: Repetition is a Good Thing

Let Me Repeat: Repetition is a Good Thing

A strong idea or point deserves repeating. Why? People scan. Attention spans are short. And it’s repetition of an idea or unique selling proposition that reduces the chance that the casual reader will miss what’s most important. Skillful repetition of your idea builds long-term memory. So why do some marketers think repetition is bad?
 

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Why People Buy

Why People Buy

Today, marketers and copywriters must probe more deeply to peel back the hardened layers that prospective customers add over time to their persona. For example: You’re selling a drill. Is it to drill a hole ... or build an awning? But is the reason deeper? Is the awning going to be a place where a child can sit in the shade when it’s sunny, and under protection when it’s rainy? Perhaps the reason to buy a drill is even deeper: The child is disabled, confined to a wheelchair, and the only time she can breathe fresh air is while sitting outside. Under the safety of an awning.
 

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Overcoming FUD That Stops Your Prospects from Taking Action

Overcoming FUD That Stops Your Prospects from Taking Action

It’s human to fall into the FUD trap because this is how our brains are wired. And quite frankly, this nasty and negative election cycle is likely to exacerbate FUD even more, risking a decline in response rates this year. 

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Using Dopamine in Copywriting to Create the Fear of Missing Out

Using Dopamine in Copywriting to Create the Fear of Missing Out

When your phone rings or hear that chime telling you an email, text or other notification has come in, what do you do? Most likely you drop everything to see what it is. It’s a conditioned response, and there are reasons why your brain stops thinking and checks what just came to your attention. It’s called the fear of missing out

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