Copywriting Guide

PDF Cover Copywriting Guide

https://www.youtube.com/watch?v=dQWblxg6XVo

Customers believe that marketers were unable to fill this space with additional benefits.

Customer review and list of benefits with empty space crossed out in each

Customers feel less human, numbing them to service failures.

Waitress spilling drink on customer who stays smiling

Scientific rationales feel misplaced in emotional contexts, so they weaken perceived benefits.

Chocolate bar that claims to use nano technology

Customers are more likely to buy adjacent products if they don't compete with a discounted product.

Discounted yogurt between two yogurts. A similar yogurt on the left suffers, while a dissimilar yogurt on the right benefits.

Customers believe that unattractive people are more competent.

Ugly faces and attractive faces generate more sales