Highlights

  • the level of advertising, Pareto’s Law also holds true. About 80% of the emotional impact of any piece of advertising copy will be determined by the first 20% of the copy. (Location 110)
  • With direct response advertising, you need to provoke action. And to do that, you must accomplish two important objectives: 1. You must move the prospect emotionally. 2. You must persuade him intellectually. (Location 147)
  • This seems to be the way the brain works: when it comes to making most decisions, we begin by generating an emotional preference and only then subject that preference to logical debate. (Location 163)
  • Another way of saying that is that first we find ourselves wanting to buy a product and then begin the rationalization process of deciding if we should. (Location 165)