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No Other Advertising Claim Beats Parity Advertising
“Comparisons are odorous.” ~ Constable Dogberry Everyone selling a product or service should be able to differentiate themselves from all of their competitors. It’s smart business. But what if you can’t? What if you’re selling some sort of commodity item? Or you’re a copywriter who’s been given an assignment for a product that’s the same…
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Email Copywriting: PT Barnum Style!
P.T. Barnum, the legendary showman and entrepreneur, had a profound impact on the world of entertainment and beyond. As a master of showmanship, Barnum knew how to captivate audiences and leave a lasting impression. In this article, we’ll explore how his principles can be applied to email copywriting, helping you craft compelling emails that resonate…
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NLP Techniques–Many Benefits for the Price of One
Can’t come up with a ton of benefits for your product or service? No worries. Here’s an NLP Copywriting tip that allows your prospects to fill in the blanks: One of the things you’ll love/like/really enjoy about (YOUR PRODUCT/SERVICE) is (BENEFIT). EXAMPLE: “One of the things you’ll love about Arnold’s is our large selection of…
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Are you ready to use Double Binds in Your Marketing or Use Another Effective Persuasion Technique?
Grabbing attention and leading the audience toward a desired action is paramount. One fascinating technique to achieve this, inspired by the legendary psychiatrist Milton H. Erickson, is the use of Double Binds in ad copy. This strategy is not just about presenting choices; it’s about crafting those choices in such a way that, regardless of…
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How to Sell Prevention
Standard copywriting advice you’ll get regarding selling pain is to never sell prevention; always sell a solution to an immediate problem. The reason being that people are more motivated by the pain they’re in now rather than some future possible pain. In this case, mentioning the consequences of not taking action won’t work. “What’s the…
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Harnessing NLP’s Submodalities of Space for High Impact Marketing
NLP offers a treasure trove of strategies for enhancing communication effectiveness, one of which is the manipulation of the “Submodalities of Space.” This concept revolves around the idea that our perception of space—how we visualize objects, scenarios, or experiences in our mind’s eye—can significantly influence our emotional responses. By tweaking these spatial submodalities, marketers, copywriters,…
Hypnotic Language Patterns for Advertising
Copywriting beyond features and benefits
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This is how it all started…
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William Smith
Writer & Journalist