Foolish Children, Mental Movies, and Persuasive Copy

Does your copy lack a certain emotional resonance?Maybe you have a relevant, credible message, but it just doesn’t have that, for lack of a better term, magnetic ability to move readers to decision.  Well, here’s one way to add that:Present the mind with a compelling mental image, and the emotions conjured by that image will persist in the mind like the bright dots you continue seeing well after the flash from flash photography.

Source: Foolish Children, Mental Movies, and Persuasive Copy | Jeff Sexton Writes

When the Facts Aren’t In Your Favor

A bit of common wisdom for lawyers goes something like:“When the law is against you, argue the facts. When the facts are against you, argue the law. When both are against you, call the other lawyer names”Great advice, but how does this translate into advertising terms?Ah, to get that, you have to go back to the Rhetorical advice from which this common wisdom came. And when it comes to Rhetoric, I always look to Jay Henrichs, author of Thank You for Arguing and Word Hero. Here’s what Jay has to say in chapter 12 of Thank You for Arguing:

Source: When the Facts Aren’t In Your Favor | Jeff Sexton Writes