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**Finishing consumer psychology.

**The art of being specific but simple:**

Example: "The secret to getting financial freedom" is vague, but "How I earned 10k every week
last year" is good. You have to zero in on the specific. You have to let the reader imagine it. It is
much easier to imagine 20k dollars than "financial freedom". Drop the thought in the headline,
and then continue talking about the thought

The biggest mistake is trying to make the sale in the subject line.

Overwhelm your reader with benefits.

BE SURE TO PUT THE BIGGEST BENEFIT IN THE HEADLINE

Out of 2 headlines, use the shorter one.

**Battling human nature:**

Get your prospect to buy the product NOW. Make a deadline, eg: expires before x, call before,
be fast

Getting people to get into action requires two steps:

1) Make it easy to act. Reduce friction. Humans are lazy and allergic to change. Example of
people not wanting to change: a man almost got shot because he pissed everyone off by
driving. He wasn't patient and didn't want to get out of his comfort zone. Offer a strong
guarantee that everything will be easy. Show step-by-step how to use it. Explain how to ship and
order.

2) Ask for action. Always have a call to action at the end of the copy. Don't put the words
purchase or buy. You don't want to remind them of the fact that they are whipping out their
wallets. In your CTA, don't use purchase, buy, etc. only talk about prices if you have to but prefer
to talk about sales or bargains or discounts. If there is no sale or discount then talk about the
benefits

**Social Proof**: People believe testimonials.

Ask the company if it's okay to use a few testimonials. Real-life testimonials from real customers
go very far.

**Authority Positioning:** You market yourself as an authority in the field. Set your tone. Speak
with confidence and fluency. 2) You have to set your token. For Mr. Blue, it is a color. Do the
same for the business that you market. The token is what makes you unique. Authority
positioning example: DiCaprio sold stocks by calling people and saying "I am a vice president
at...."

**Little hack** Surveys: Ask the brand if it is alright to include a survey in the copy where you
ask a couple of questions (4-6). The questions will give insight into the customer's thought
process.

**The Psychology of Pricing:** The Odd-Even pricing theory.

Odd numbers suggest more excellent value.

Prestige pricing is when you do price it at a whole number to make it seem valuable

**LONG COPY VS SHORT COPY:** WHICH ONE SELLS BETTER?

TODAY SHORT COPY SELLS BETTER BECAUSE OUR ATTENTION SPAN IS DEAD AS
FUCK.

HOWEVER, STUDIES SUGGEST THAT WELL MADE LONG COPY SELLS BETTER THAN A
SHORT COPY.

THE MORE YOU TELL, THE MORE YOU SELL. BUT YOU HAVE TO TELL.

PILE ON TESTIMONIALS, IMAGERY, AND FEATURES.

MAKE CTA CLEAR, AND PUT THE JUICE AT THE BOTTOM.

HOLD THEIR HANDS THROUGH THE WHOLE PROCESS.

SHOW THEM AND LET THEM INTERPRET THE VALUE.

SHOW THEM THAT THEY ARE MAKING THE DECISION AND THAT IT'S UNDER THEIR
CONTROL.