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Ca$hvertising

by Drew Eric Whitman


Mr. Whitman shares tried and tested principles for advertising based on psychology and scientific
studies. Principles that are being ignored by more than 99% of all advertisers.
He points out 8 very basic human needs he calls Life force 8:
1) Survival, enjoyment of life, life extension.
2) Enjoyment of food and beverages.
3) Freedom from fear, pain, and danger.
4) Sexual companionship.
5) Comfortable living conditions.
6) To be superior, winning, keeping up with the Joneses.
7) Care and protection of loved ones.
Social approval.
People buy because of emotion and justify with logic. A good advertiser can force an emotional
response by touching on a basic want or need. It will motivate them to fulfill that desire as soon as
possible.
Aside from the Life force 8, people have 9 learned wants:
1) To be informed.
2) Curiosity.
3) Cleanliness of body and surroundings.
4) Efficiency.
5) Convenience.
6) Dependability / quality.
7) Expression of beauty and style.
Economy / profit.
9) Bargains.
The need to get inside the consumers mind, how it ticks, what motivates them to buy has been the
Holy Grail for all copywriters. In this book, Mr Whitman shares:
17 Foundational Principles of Consumer Psychology
1) The Fear Factor Selling the Scare. Fear
that fear.

sells. It drives consumers to spend money to to remove

2) Ego Morphing Instant Identification. By purchasing the right stuff we enhance our own egos.
3) Transfer Credibility by Osmosis. Symbols, images, or ideas. Cues. Institutions, celebrities,
authorities. Consumers are more trusting of authority symbols.
4) The Bandwagon Effect Give Them Something To Jump On. People want to belong.
5) The Means-End Chain The Critical Core. Dont buy for what it does today but for what it will
do tomorrow! Future objective.
6) The Transtheoretical Model Persuasion Step by Step.
Stage 1: Pre-contemplation: ignorant of your products existence.
Stage 2: Contemplation: aware and thought about using it.
Stage 3: Preparation: thinking about buying from you, but needs more information about benefits.
Stage 4: Action: Heres my credit card.
Stage 5: Maintenance: continue to buy again and again. part of their daily lives.
1. Create ads that address all five stages.
2. Create a series of ads that progress over a period of time from stage one to stage five.
7) The Inoculation Theory Make Them Prefer You for Life. Give them arguments against
competitors.
Belief Re-Ranking Change Their Reality. Appeal to emotions like fear, humor, or guilt or
factual evidence and examples.
9) The Elaboration Likelihood Model Adjust consumers attitude.
Two Routes to Change:
1. Central Route persuading using logic, reasoning, and deep thinking.
2. Peripheral Route persuading using the association of pleasant thoughts and positive images.
Central Route Processing: pour on the facts, stats, evidence, testimonials, studies, reports, and case
histories. Weave an argument.
Peripheral Route Processing: load your ads full with colorful, pleasant images, popular subject
matter, or celebrities. Visual anchors.
10) The 6 Weapons of Influence Shortcuts to Persuasion.

a. Comparison: The power of your peers. Bandwagon effect. Social proof. Need to belong. Everybody
is doing it.
b. Liking: The Balance Theory. I like you take my money! Attractive people have greater
influence.
c. Authority: Cracking the code of credibility. Mental shortcut. Man in the white lab coat.
d. Reciprocation: What goes around comes around profitably! Free samples and giving stuff away
creates goodwill and obligation to reciprocate.
e. Commitment/consistency: The Four Walls technique. Box them in. Elicit small actions and yes
responses that cultivate to a larger request.
f. Scarcity: Get em while they last! One day sale, limited offer, one while supplies last, first come first
served, etc.
11) Message Organization Attaining Critical Clarity. Ads must be organized and well-structured.
Confusing ads wont sell anything.
12) Examples vs. Statistics Examples are winners in the battle. Emotion is the key to sales.
Testimonials and endorsements are more engaging.
13) Message Sideness Dual Role Persuasion. Talk about both you and your competitors but still
only advocate your own.
14) Repetition and Redundancy The Familiarity Factor. People dont start seeing your ad until you
run it several times.
15) Rhetorical Questions Statements disguised as a question.
16) Evidence Quick! Sell Me The Facts! Evidence can be facts, figures, testimonials, endorsements,
research, charts, videos. As long as its real.
17) Heuristics intelligent guesswork
There are 41 Ad-agency secrets which Drew also shares in his book, I call it my cheatsheet for doing
effective copy. This secrets have been tested by years and years of research. He shares this methods
so that we dont have to face the failures that the forefathers of advertising experienced.
He also teaches us ways to increase response, convey value, how to make it easy for consumers to buy
and boosting coupon returns. This steps when integrated with the principles of consumer psychology
makes for great and effective copy.

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