The

Nancy Harhut Chief Creative Officer, HBT Marketing

of Persuasive Copy

@nharhut

@nharhut

— Cornell University: Eat 2X as much

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— Gary Hennerberg: 60% sales

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— Robert Cialdini, American Cancer Society 28% 50%

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Decision Making Shortcuts

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Authority Principle

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Because

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— Ellen Langer, Harvard University

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Weight'Watchers'works'because'it’s'not'a'diet.'You’ll'

learn'how'to'eat'right'and'live'healthy.'

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@nharhut

Commitment and Consistency

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Drive Safely

@nharhut

Thanks'for'your'ongoing'support.'

Want'to'help'out'again?'

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@nharhut

Deals

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Price Cost

Pay Spend

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— PayPal: 27% abandonment

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Eye Magnet Words

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@nharhut

— Robert Levine, The Power of Persuasion

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Worldata: 11%

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Framing

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— Elizabeth Loftus: 40.8 mph vs. 31.8 mph

(28%)

Crashed vs. Contacted

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— Journal of Consumer Research, 20% lift

$5 FEE vs.

Small $5

FEE

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40-125% lift in conversion, Journal of Marketing Research, New Neuromarketing, Netherlands

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Guarantee

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Herd Mentality

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Information Gap Theory

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5 Ws + 1H

— George Loewenstein

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Who'Are'the'Year’s'

Best?Loved'Brands?'

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@nharhut

Where’s'the'

birthplace'of'wine?'

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When'NOT'to'A/B'Test'

Your'Mobile'App'

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Why'an'online'markeFng'

suite'is'a'game'changer'

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@nharhut

Jargon

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vs.

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Two exceptions

1.  Suggest more value

2.  Imply insider status

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Coupon vs. Certificate

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@nharhut

Knowledge

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@nharhut

Have'you'heard'your'colleagues'

complain'about'low'back'pain…'

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@nharhut

Loss Aversion

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@nharhut

@nharhut

— Endowment Effect

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Mental Energy

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@nharhut

— Copy Hackers: Dressipi.com, 123.9%

@nharhut

— Adlucent: 233% better conversion rate

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New

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@nharhut

New'warming'trends.'

Top 5 Persuasive Words — Copyblogger

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Now'accepFng'nominaFons'for'

MarkeFng'Hall'of'Femme'

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Announcing'our'Spring'Special'

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Finally'you'can'get'the'coverage'you'need'

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Ed'Sheeran'–'On'Tour'Soon!'

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Overcome Objections

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@nharhut

No'maNer'if'your'message'is'running'in'

email'or'direct'mail,'online'or'on'TV,'these'

rules'for'markeFng'creaFve,'design'and'

readability'will'help'you'boost'response'

and'ensure'a'profitable'boNom'line.'

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Cancel'any'Fme*'

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Personalization

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29.3% Experian

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@nharhut

Questions

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Questions = 140% lift

— BI Norwegian School of Business

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Scale'of'1?5,'how'bad'do'your'

sales'presentaFon'suck?'

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@nharhut

Rational and Emotional

@nharhut — Antonio DiMassio

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@nharhut

@nharhut

Storytelling

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@nharhut

@nharhut

99¢ $59

Significant Objects

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Time

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— Nielsen Norman Group

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•  Don’t&bury&the&lead&

•  Be&clear&and&concise&

•  Use&bolds,&subheads,&bullets,&lists&

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Urgency

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11/16/12, eBay starting bid: $200,000

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Only'7'Fckets'leW'at'this'price!'

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For'just'a'very'limited'Fme'

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Von Restorff Effect

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@nharhut

31-34% , Worldata

@nharhut

Oops!'Here’s'the'email''

we'meant'to'send'

Worldata: 47% open rate

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Wordplay

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•  Rhyme&

•  Simile&

•  Surprise&

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— Matt McGlone

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@nharhut

Dressed'to'CHILL'

— University College London

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X Factor

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@nharhut

@nharhut

— 67% vs. 97%, Cornell

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You

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@nharhut

You'and'your'employees'

16% , CTR Worldata

Your'employees'

Your'employees'

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We’ve'never'looked'beNer.'

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Zeigarnik Effect

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@nharhut

@nharhut

— 79%, Wharton, USC

nharhut@hbtmktg.com

Nancy.Harhut @nharhut Nancy Harhut f il

Nancy Harhut

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