• David de Souza

Scientific Advertising - 80/20 Summary

Updated: Feb 8


 







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.


2. 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:

  1. A time-limited offer

  2. An incentive

  3. Letting them know that a delay will cost them.


3. Novelty Bias

  • Consider only new customers, don't write for existing ones.


4. Resistance

  • Don't attempt to sell obviously, it makes you look desperate and creates resistance.


5. Scarcity

  • 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.

6. Trust

  • 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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