Quotes About Persuasion

los miembros de cada religión están convencidos de que su religión es la verdadera y todas las otras son falsas! Esta convicción conduce a los miembros de algunas religiones a tratar de convencer a otras personas a que compartan su teología.

Reuther yearned to be near the center of power, and Johnson was masterly at the twin arts of flattery and manipulation, making Reuther feel that he was the president's confidant.

Like many very rich people, Ford did not have to sell himself; Iacocca knew no other way. "He had a lot of ability," Ford later said of Iacocca. "Unfortunately his ability lies ninety-nine percent in sales. But it isn't only in selling cars—it's selling everything.

He had demonstrated decisively, over the course of a halfcentury, that "by using money like a heavy club," an individual could, with the mass media as a loudspeaker, make his voice heard in every corner of the nation.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

I do not regard advertising as entertainment or an art form, but as a medium of information.

The advertisers who believe in the selling power of jingles have never had to sell anything.

I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.

When copywriters argue with me about some esoteric word they want to use, I say to them, 'Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If you still want to use the word, go ahead.

Truth Tell the truth, but make the truth fascinating.

Most good copywriters', says William Maynard of the Bates agency, 'fall into two categories. Poets. And killers.

Aldous Huxley, who was once a copywriter, said, 'It is easier to write ten passably effective sonnets than one effective advertisement.' You cannot bore people into buying your product. You can only interest them in buying it.

If it doesn't sell, it isn't creative.

When people read your copy, they are alone. Pretend you are writing each of them a letter on behalf of your client. One human being to another, second person singular.

advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not.

Long copy sells more than short copy, particularly when you are asking the reader to spend a lot of money.

All my experience says that for a great many products, long copy sells more than short.

Promise, large promise is the soul of an advertisement,' said Samuel Johnson.

Queen Victoria complained that Gladstone talked to her as if he were addressing a public meeting. She preferred Disraeli, who talked to her like a human being. When you write copy, follow Disraeli's example.

It is often charged that advertising can persuade people to buy inferior products. So it can – once. But the consumer perceives that the product is inferior and never buys it again. This causes grave financial loss to the manufacturer, whose profits come from repeat purchases. The best way to increase the sale of a product is to improve the product.

When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product.

I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product.