Even though we are so similar, there are still very noticeable differences between the psyche of men and women – perhaps we really do come from Mars and Venus after all. So let’s take a deeper look what makes us similar, what makes us different and what makes us human.

To start out, let’s make a few lists that dissect the psyche of men as a group. First we’ll take a look at men in general and then as concrete groups for targeting your ads.

Keep reading: Understanding human nature (Part 3)

Even when most human beings go through pretty much the same crisis points in life, each individual has a completely different set of experiences, situations and circumstances that makes him or her unique from others – or so we like to think.

Research has proven time after time that there are more similarities between humans than our minds feel comfortable accepting. Still skeptic? Take a look at the following list and tell me how many of these common human traits apply to you…

Keep reading: Understanding human nature (Part 2)

If you want to become a truly successful copywriter, getting to intimately know your fellow humans is a critical part of your learning curve. After all, if you want to sell anything to people, you need to know what it is that really makes them tick.

Fortunately, humans as a mass, are incredibly predictable animals and even though all six billion of them feel like they are “unique” and “alone in this world”, they are surprisingly similar to each other. So much in fact, that it has become quite easy to study and create very accurate profiles of them.

Keep reading: Understanding human nature (Part 1)

Why is it that some advertising campaigns flop while others build brand loyalty so strong that it clasps to our psyche and lasts for generations?

When you study successful advertising for a while, you’ll invariably notice that winner campaigns have a few common elements. One of the most noticeable commonalities among the campaigns is the fact that they all focus on a highly desirable factor of the advertised product. In short, winner campaigns are those in which the advertiser was able to accurately pinpoint the exact attribute that the market wants from the product and then advertised it effectively.

Keep reading: The importance of product research

“How can I write a money-making sales letter from scratch?” - a good friend who recently took a serious interest in copywriting asked me that question. “Should I approach it by using a concrete method or should I just sit down, wait for inspiration and start writing?”

That question made me think. A lot. So much in fact, that it prompted me to plan and write a complete series of blog posts to describe in detail my preferred approach to writing copy. So read along, I’m sure you’ll find the upcoming series quite insightful.

Keep reading: Master copywriting formula - revealed!

Anyone who has studied hypnotic copywriting can tell you that one of the most essential skills you can learn in this craft is the ability to establish a “yes” mindset in the prospect and keep it going throughout the entire sales piece.

The concept of the “yes” mindset is quite simple: The more you can get the reader to agree with you (by mentally saying “yes” while reading your copy), the more likely they are to continue agreeing with you. Due to their almost irresistible desire for consistency, the more a prospect has said “yes” while reading the copy, the harder it becomes for them to say “no” at the end.

Keep reading: Activating the “Yes!” mindset in your readers

Everybody loves to hear just how infinitely powerful the human brain is; but I have a little secret that brain-gurus don’t like to talk about: The brain, as powerful as it is, can only focus on one thought at a time… (sorry to burst the bubble for all “multi-taskers” out there).

Psychologists has been proven that when the human brain is faced with multiple thoughts at once, it will either focus on one and ignore the rest or it will focus on one and will accept (presuppose) the other thoughts as fact.

And so, expert salespeople and copywriters have used this knowledge to develop a highly-effective sales technique called presuppositions. There are two different ways to establish presuppositions in the mind. Here’s how it’s done:

Keep reading: Constructing facts with presuppositions