Marketing
Do not bore customers with a features list
Marketing communication is not about listing down the features of the product. One can not bore customers into buying products. Celebrity endorsements can be dangerous.
Mary Wear has created successful ads for more than 30 years. She had worked for brands such as London Underground, Kahlua, Mazda, Cadbury’s, British Airways. Her 5 rules of copywriting are:
Know when to shut up.
Know there is always a fresh way to tell an old story.
Know your target audience.
Know that we are all creative creatures.
Copywriting is persuasion dancing.
Marketing professor Robert Cialdini came up with six principles of persuasion. They are reciprocity, scarcity, authority, consistency, liking and consensus. His book ‘Influence’ is a must read.
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