Scientific Advertising - 80/20 Summary
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- Score: 8/10
- Skill Category: Copywriting
- Mental Models: Curiosity Instinct, Incentives, Novelty Bias, Resistance, Scarcity, Trust
Mental Models from the book
'Scientific Advertising can be summarised into 6 mental models:
1. Curiosity Instinct
- Curiosity is one of the strongest human incentives.
2. Incentives
- Prevention does not sell. People will spend a lot to cure troubles but not to prevent it.
- People naturally postpone, get immediate action with:
- A time-limited offer
- An incentive
- Letting them know that a delay will cost them.
3. Novelty Bias
- Consider only new customers, don't write for existing ones.
4. Resistance
- Don't attempt to sell obviously, it makes you look desperate and creates resistance.
5. Scarcity
- Express yourself briefly, clearly and concisely.
- Avoid fine writing (and talking), it takes away from the product and makes it appear like you are selling.
6. Trust
- When an improvement to a product has been made, naming the person that made the improvement will increase believability.
- Platitudes such as "best in the world" make readers discount all other claims. Statements of fact are often believed and have their full weight and effect.
Mental Model Mind Maps
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