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Marketing Tip of the Week

Week 31, July 25, 2010



Random observations

"In the writing of copy the appeal of 'fear of loss' can often far outweigh the appeal of 'the desire for gain.' I have known men who refused to risk any amount of money in gambling—simply because the only amount of money that would give them any considerable kick in winning would have had to be sizable enough to distress them greatly if they were to lose it. That is why good copy often utilizes both arguments: what you may lose, risk, or waste if you do not buy the product; and what you may gain or save if you do buy it."

Source: How to Write a Good Advertisement by Victor O. Schwab, page 202.

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Copyright 1998-2010 Linda Westphal Copywriting

Linda Westphal
Freelance Advertising Copywriter
PO Box 2033
Citrus Heights, California USA 95611-2033
E-mail: lindawestphal@earthlink.net
Phone: 916/752-5443
Website: http://www.lindawestphal.com