A good headline is critical. Its purpose is to captivate your readers' attention and entice them into your body text.…
Last week, I outlined some preliminary homework we have to do before starting to write. Let's assume that's done now,…
In deciding what action to take (including which products to buy), we're influenced by both logical and emotional forces.Logical motivations…
To influence our customers' decisions, we must understand what motivates them.In 2004, Cialdini and Goldstein published a remarkable paper* which…
Not long ago, I wrote some posts on psychological biases. The crux: knowing your customers' biases can help you create…
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