Amazon: Link
Score: 8/10
Skills Categories: Copywriting
Mental Models: Curiosity Instinct, Ego, Emotions: Empathy, First Conclusion Bias, Incentives, Momentum, Resistance, Scarcity, Velocity
Mental Models from the book:
'How to Write Better Copy' can be summarised into 9 mental models:
1. Curiosity Instinct
Use juxtaposition. The reader must use their intelligence to reconcile and gets a 'smile in the mind'.
2. Ego
The most powerful short word is 'you'.
3. Emotions: Empathy
Use empathy to overcome resistance, build rapport and make your copy more engaging.
4. First Conclusion Bias
Include the problem the reader has within the headline.
5. Incentives
Appeal to the reader's self-interest.
6. Momentum
Keep the momentum going by asking a question at the end of a paragraph.
7. Resistance
Suggest. Don't sell
8. Scarcity
Use short sentences and paragraphs.
9. VELOCITY
Be abruptive: For example: New, Announcing, Now
Mental Model Mind Maps
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