When people look at your new opportunity, that is the only real question they are trying to figure out. I like to think through what their perceived status is, and then try to make sure I add as many things possible that would increase their status and take away as many things from my offer that would decrease their status.

TNA is a widely used and, research shows, highly effective technique for transforming a previously “take it or leave it” product into a must-have item. BOGOFS, three for the price of two, or the free pens,

Starch reported that advertisements with headlines that promise a benefit are read by an average of four times more people than advertisements that don’t.

To find the real reason why customers buy was to find the emotional core of the promise your ad needed to make. Said Kennedy in a book by the same title, “To strike the responsive chord with the reader ... is to multiply the selling power of every reason-why given.”