If you can describe the prospects problem better than they can, they will automatically and unconsciously ascribe you with the solution.
People want to be affirmed in what they already know. Instead of teaching something new, connect two things they already know in a way they’ve never connected before.
On average, 5 times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90% of your money.
When I write an advertisement, I dont want you to tell me that you find it ‘creative’. I want you to find it so interesting that you buy the product.
You will only ever be paid for the value you create – from the customer’s perspective.
What is the most viral bacteria? An idea. Once lodged in your brain it is impossible to extract.
Dom Cobb (Leonardo DiCaprio), Inception
CAPITAL LETTERS ARE MUCH HARDER TO READ, PROBABLY BECAUSE WE LEARN TO READ in lower case.