The 90% Rule: 90% of the impact of copy is subconscious. I made up the number above. But see how definitive it sounds? The short
Like monkeys and small children, customers gravitate towards any shiny object. In the immortal words of Tracy Chapman, “Baby, just give me one reason…” That
No. Never. Not. Nothing. Don’t use them. Always speak with positive constructions. This is one of the cardinal rules of copywriting. Even if the meaning