On this episode, we’ll jump into the sixth technique of breakthrough copy – Concentration, or as we like to put it, The 3 Step Formula For Crushing Your Competition. Concentration, as described in Breakthrough Advertising, is the process of describing the ineffective ways competitive products or services have failed to satisfy your prospects’ goals or […]

On this episode, we’ll be spending some time of the fifth technique of breakthrough copy – Mechanization. As we have been discussing recently, persuasive copy exists in two different places. Part of it is the words on the page, but the most crucial part of the copy takes place in your prospect’s head. This is […]

On this episode, we are pumped about having our first guest join us to discuss some of the principles of Breakthrough Advertising and how they relate to social media advertising today. Chris Rocheleau is the founder and president of North Node Solutions, a digital marketing and consulting agency helping businesses craft high converting sales messages, […]

On this episode, we’ll spend some time discussing the fourth technique of breakthrough copy – redefinition. Redefinition is the process of giving a new characterization to your product or service. The objective of this technique is to remove any roadblocks that might exist in your prospects mind. We’ll be discussing this chapter as well as […]

On this episode, we’ll be discussing the SOTU address and how Trump used the art of persuasion and influence to win higher approval rating numbers afterward. One of the books we often reference when we discuss Trump is Scott Adam’s book Win Bigly. If you want an in-depth look at Trump’s mastery of influence, you […]

On this episode, we’ll be talking about this year’s Super Bowl ads, and share the ones that used some of the best advertising strategies from a clearly persuasive standpoint. At the top of our list is the Bud Light ad, which used a great example of compare and contrast when it demonstrated that beer doesn’t […]

On this episode, we’ll continue to discuss adding believability to your ad or presentation claims by discussing 6 powerful devices you can use strengthen your promises. These are right out of chapter 9 of Breakthrough Advertsing. They include: The Inclusion Question Detailed Identification Contradiction of Present Beliefs The Language of Logic Syllogistic Thinking Repetition of […]

On this episode, we’ll be discussing chapter 9 of Breakthrough Advertising – Gradualization. For desire and intensification to be effective, your prospect has to believe your product claims. Gradualization is simply building up enough belief in the ad (gradually) so your prospects will accept your biggest claims. This is where ad structure (or presentation structure) […]

On this episode, we’ll take a break from our discussion of Breakaway Advertising and examine an interesting book I stumbled across recently entitled How to Analyze People by James Williams. We’ll spend some time talking about body language, signals and verbal cues that are used to influence others. Some of this is real ninja stuff […]

On this episode, we’ll continue to discuss identification and how to use character roles and achievement roles to make your product or service more desirable. We’ll be covering how to build images into your products and also the limits to the images your prospects will identify with. Featured Beer Our beer this week is another […]