David de Souza
Scientific Advertising - 80/20 Summary
Updated: Feb 8, 2022
Skill Category: Copywriting
Mental Models: Curiosity Instinct, Incentives, Novelty Bias, Resistance, Scarcity, Trust
Mental Models from the book:
'Scientific Advertising can be summarised into 6 mental models:
1. Curiosity Instinct
Curiosity is one of the strongest human incentives.
Prevention does not sell. People will spend a lot to cure troubles but not to prevent it.
People naturally postpone, get immediate action with:
A time-limited offer
Letting them know that a delay will cost them.
3. Novelty Bias
Consider only new customers, don't write for existing ones.
Don't attempt to sell obviously, it makes you look desperate and creates resistance.
Express yourself briefly, clearly and concisely.
Avoid fine writing (and talking), it takes away from the product and makes it appear like you are selling.
When an improvement to a product has been made, naming the person that made the improvement will increase believability.
Platitudes such as "best in the world" make readers discount all other claims. Statements of fact are often believed and have their full weight and effect.
Mental Model Mind Maps
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