Scientific Advertising Summary
Updated: Sep 3, 2020
Don't be fooled by the title. The timeless concepts from this book can be used in multiple areas of your life. Even if you don't sell products we are all constantly selling our ideas, opinions, and preferences when writing an Email or speaking to a colleague. This book uses a multidisciplinary approach, taking ideas from psychology, business and copywriting to provide wisdom that has stood the test of time.
Want to dig deeper than the core principles? Check out:
I have taken the lessons from 'Scientific Advertising' and distilled them into 9 core principles:
Express yourself briefly, clearly and concisely. (BCC)
Don't attempt to sell obviously, it makes you look desperate and creates resistance.
Avoid fine writing (and talking), it takes away from the product and makes it appear like you are selling.
Prevention does not sell. People will spend a lot to cure troubles but not to prevent it.
Curiosity is one of the strongest human incentives.
When an improvement to a product has been made, naming the person that made the improvement will increase believability.
Consider only new customers, don't write for existing ones.
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.
People naturally postpone, get immediate action with (TID):
A time-limited offer
Letting them know that a delay will cost them.
Remember These Core Principles:
I've condensed the core principles into an image, making memorization easier. Use this image, its caption, and Quizlet as a memory aid to help you remember the 80/20 from this book:
FACT: Name the person to prevent a tide of curious new customer emails
Q: What does 'FACT' refer to?
A: Statements of fact are often believed, avoid platitudes
Q: What does 'name the person' and the man's name tag refer to?
A: Name the person that made the improvement will increase believability.
Q: What does 'tid(e)' refer to?
A: Time-limited offer, incentive, delay will cost - Use these to get immediate action.
Q: What does 'curious' and the cat in the image refer to?
A: Curiosity is one of the strongest human incentives.
Q: What does 'new customer' refer to?
A: New customers should only be considered, don't write for existing ones.
Q: What does 'Email' refer to?
A: (BCC) - Write Briefly, Clearly, Concisely
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