🗞 The S.T.U.P.I.D. Email (5-28-2021)
(Swipe, Thought, Uplifting, Picture, Interesting, Drawing)
This is a fun email for Friday May 28th, 2021. Hope you like it :)
Listen as audio:
Swipe:
![drawing-swipe.jpg](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_drawing-swipe.jpg)
This is a BEAUTIFUL and elegant drawing that instantly shows (without any words) how much wind drag older cars had versus the newer more aerodynamic cars.
I love it when a picture alone can convey all the information without a single word of text.
A great illustration!
Thought:
It doesn't have to be complex.
It doesn't have to be clever.
It can just be simple.
![simple ad](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_simple-ads.jpg)
If you're working on something and it's getting big and annoying and long....just make it simple 😊
"What's the bare minimum to make this work?"
"What's the fastest way to accomplish this?"
"Do we need ALL these features?"
Uplifting:
![david ogilvy image](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_David-ogilvy-image.jpg)
David Ogilvy has a wonderful quote on features vs benefits:
"The key to success is to promise the consumer a benefit – like better flavor, whiter wash, more miles per gallon, a better complexion."
Here's some examples of this in action:
Feature: "Pure saccharin flavored."
Benefit: "Tastes like a party in your mouth!"
Feature: "Detergent has surfactant ethoxy sulfate."
Benefit: "Detergent makes your whites sparkle!"
Feature: "High efficiency gas usage."
Benefit: "From Austin to Dallas (and back) on one tank!"
Picture:
I recently got my garage fully painted as a gigantic chalkboard 😂
So I've been playing around with drawing on the walls (forgive the mess and junk all around, still being setup):
I'm gonna have friends draw stuff all around also....will update when it's complete!
Interesting:
![Joe Sugarmn Triggers and Neville Medhora](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_joe-sugarman-triggers-and-neville-medhora.png)
Years go one of the best copywriters in the world Joe Sugarman outlined 24 different “psychological triggers” that get people to buy things.
Here’s the list of Psychological Triggers:
#1.) Feeling of Involvement or Ownership
#2.) Honesty
#3.) Integrity
#4.) Credibility
#5.) Value and Proof of Value
#6.) Justify the Purchase
#7.) Greed
#8.) Establish Authority
#9.) Satisfaction Conviction
#10.) Nature of Product
#11.) Current Fads
#12.) Timing
#13.) Desire to Belong
#14.) Desire to Collect
#15.) Curiosity
#16.) Sense of Urgency
#17.) Instant Gratification
#18.) Exclusivity, Rarity or Uniqueness
#19.) Simplicity
#20.) Human Relationships
#21.) Guilt
#22.) Specificity
#23.) Familiarity
#24.) Hope
These are all from book "Advertising Secrets of the Written Word" (renamed "AdWeek Copywriting Handbook")
![the adweek copywriting handbook](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_adweek-handbook.jpg)
Till this day I frequently re-visit this list of triggers to get ideas for sales promotions!
Drawing:
The easiest trick to make your writing better is removing buzzwords:
![buzzword vs no buzzwords](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_buzzword-vs-no-buzzwords.png)
BAD:
Discover synergy with career advance specialists dedicated to your vision of a future in which you are compensated in a manner in which you deserve.
GOOD:
Highest paying job search. See jobs in your area →
A “BuzzWord” is when people use a word that’s overly complex. Generally you can simplify a BuzzWord into something much simpler.
Simply eliminating these will make your writing better, less frustrating, and more fun for others to read!
[table id=38 /]
Hope you enjoyed these little tidbits, have a happy Friday :)
Sincerely,
Neville Medhora - CopywritingCourse.com | @NevMed
![triple-threat-neville-150x150.png](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_triple-threat-neville-150x150.png)
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