HYPNO-TISING!: The Secret Science of Ads That Sell More Products To More People for More Money with Dr. Mark Young and Joe Polish - I Love Marketing Episode #457
I Love Marketing
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How to Use Metaphors Effectively and Advertise
The first thing that what we look at when we're creating copy is okay who's the demographic we're talking to. Now how do we get inside their head and really drill down deeper to get into that frame. How can I work in an embedded command where I can literally give them a direct command to go do something? Because that stuff works. When we say Jesus crushing it no one's crushing anything it's a metaphor. And sometimes those metaphors are nothing more than telling people a story. The story has a conclusion that brings people to the place that we're trying to take them to.
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