Principle #3: Transfer—Credibility by Osmosis

1. People have eight basic wants—the LF8 (survival; food and drink; freedom from fear, pain, and danger; sexual companionship; comfortable living conditions; to be superior;

The question, “Everybody else is doing it, why aren’t you?” exerts a powerful effect on consumers.

Think. Does your product lend itself to using the human need to belong appeal? If it does, don’t just think about ways to describe its features and benefits. Put at least equal effort into telling your prospects how buying your product makes them

If seeking aspirational group influence—people your prospects aspire to be similar to—you must make sure your prospects can easily identify with them.

and protection of loved ones; and social approval). 2. The strongest advertising appeals are based on these eight basic wants. 3. The most effective way to create an appeal based on these eight wants is to write ad copy that causes your prospects to visually demonstrate your product or service inside their heads, sufficiently enough to build desire

the Inoculation Theory is used to reinforce a consumer’s existing attitudes toward a product or service by presenting a “weak” argument that tricks the consumer into defending his position and therefore strengthening his attitude. The three steps are: 1. Warn of an impending attack. 2. Make a weak attack. 3. Encourage a strong defense.

Principle #14: Repetition and Redundancy—The Familiarity Factor

Principle #8: Belief Re-ranking—Change Their Reality