File this one away under “psychology behind advertising.” Let’s start with an example bullet:
“Why adding improvements to your home can lower its value!”
This is a bullet written by Gary Halbert for a book on selling your home in a buyer’s market. The following is the relevant passage in the actual book:
“If your interior designer has used your home to make a personal artistic statement, that’s great while you’re living there but don’t expect it to translate well when you’re trying to sell. Rather than overdecorating or overrenovating, try to create a neutral canvas onto which a potential buyer can project his tastes.”
So what’s the psychology here? Well, I covered it all in today’s lesson in the bullet. The point is that Gary could have gone lots of different ways twisting the above source material… but he chose the one above.
There’s a fundamental rule of human nature hidden behind that decision. And it’s something you don’t want to ignore if you’re writing sales copy, and you’re judged on results.
Anyways, today’s lesson of the bullet course is out and done. To get future lessons before they also disappear, here’s where to go: