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Good Advertising Consists of Desirable Lies People Prefer to Hear (Because the Truth Sucks the Glaze Off a Donut Sometimes)

Good Advertising Consists of Desirable Lies People Prefer to Hear (Because the Truth Sucks the Glaze Off a Donut Sometimes)

February 16, 2021 Colin Theriot No Comments

“Sometimes you have to lie. One often has to distort a thing to catch its true spirit.” – Robert J. Flaherty, Born Feb. 16, 1884. Consider a poem, which often describes reality with a refined and elegant metaphor – one that reveals a deep but unobservable truth about a given thing. But despite the bard’s…
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Advertising, Persuasion, Quote, Selling, Writing

Lie Like a Magician, and Make the Audience Work the Magic For You

Lie Like a Magician, and Make the Audience Work the Magic For You

February 14, 2021 Colin Theriot 4 Comments

“When a magician lets you notice something on your own, his lie becomes impenetrable.” – Raymond Teller, Born Feb, 14, 1948. A lot of people think persuasive writing is about what you say to people. Your words push their buttons and they act. But a lot of times, it’s what you DON’T come right out…
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influence, Persuasion, Positioning, Psychology, Quote

What Most Copywriters Don’t Know: When to Shut Up, and What NOT to Say

What Most Copywriters Don’t Know: When to Shut Up, and What NOT to Say

February 12, 2021 Colin Theriot 2 Comments

“To kill an error is as good a service as, and sometimes even better than, the establishing of a new truth or fact.” – Charles Darwin, Born Feb. 12, 1902. That’s true, Charlie. It’s not just as good or better. It’s way easier, too. To know what is wrong in the world of your prospect…
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Advertising, Persuasion, Psychology, Quote

Words that Wound, Words that Heal – We Alternate Them to Persuade People to Buy

Words that Wound, Words that Heal – We Alternate Them to Persuade People to Buy

February 9, 2021 Colin Theriot No Comments

“All books are either dreams or swords, you can cut, or you can drug, with words.” – Amy Lowell, Born Feb. 9, 1874. If you’re just using words to describe shit or explain shit, you’re wasting them. Words can stab. Use yours hit the reader’s tenders organs. Make them bleed. Reopen old wounds. Carve new…
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Advertising, Persuasion, Psychology, Quote, Selling

Guess What People Are Thinking, and They’ll Mistske You For Their Own Mind.

Guess What People Are Thinking, and They’ll Mistske You For Their Own Mind.

February 5, 2021 Colin Theriot No Comments

“Public opinion is a compound of folly, weakness, prejudice, wrong feeling, right feeling, obstinacy, and newspaper paragraphs.” – Robert Peel, Born Feb. 5, 1778. Some other famous advertising writer guy once said that persuading people was about entering into the conversation happening inside their own mind. But you don’t need to be a mind-reader to…
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influence, Persuasion, Psychology, Quote

I’ll Never Ever Tell How This Trick is Done

I’ll Never Ever Tell How This Trick is Done

February 4, 2021 Colin Theriot 2 Comments

“If you have a secret, people will sit a little bit closer.” – Rob Corddry, Born Feb.4, 1971. This is a simple power. But it’s strong. Instant. Easy. Irresistible. However, I won’t explain it to you. So don’t ask. I can’t. I’m not allowed to. Don’t beg. It’s unbecoming. It’s a secret – A powerful…
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influence, Persuasion, Psychology, Quote

Capture Attention, Embed Memories, Make Money.  How?  Curiosity!

Capture Attention, Embed Memories, Make Money. How? Curiosity!

February 1, 2021 Colin Theriot No Comments

“Curiosity is as much the parent of attention, as attention is of memory.” – Richard Whately, Born Feb. 1, 1787. This is the formula. You want people to remember you after they consume your messaging. Unless they stick around to consume more, or buy something to take home, you want to linger in their consciousness….
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influence, Persuasion, Quote, Writing

If You Don’t Care About Your Thing The MOST, No One Else Will Care At All.

If You Don’t Care About Your Thing The MOST, No One Else Will Care At All.

January 31, 2021 Colin Theriot No Comments

“I’m not here for your amusement. You’re here for mine.” – John Lydon, Born Jan. 31, 1956. It’s a very important attitude to have toward your audience and your chosen topic as a writer. Though most people would get this backwards. “You’re here for the customer! The customer is always right! The customer is king!”…
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influence, Persuasion, Positioning, Quote

Come Get Corrupted With Me And Let’s Get Rich (While Helping People)

Come Get Corrupted With Me And Let’s Get Rich (While Helping People)

January 30, 2021 Colin Theriot No Comments

“Life is a corrupting process from the time a child learns to play his mother off against his father in the politics of when to go to bed; he who fears corruption fears life.” – Saul Alinsky, Born Jan. 30, 1909. A lot of advertising writers talk some bullshit like “I use persuasion, not manipulation”…
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Mindset, Persuasion, Psychology, Quote, Selling

Emotional Manipulation Through Shared Imagery (It’s Easy!)

Emotional Manipulation Through Shared Imagery (It’s Easy!)

January 28, 2021 Colin Theriot 2 Comments

“I am for the art of ice cream cones dropped on concrete.” – Claes Oldenburg, Born Jan. 28, 1929. This is our shared art also. The art of concise, visual imagery that evokes a reaction formed of personal emotions dredged from inside the audience, rather than from our words. These reactions are more powerful than…
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influence, Persuasion, Psychology, Quote

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