Cashvertising Summary

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Cashvertising Summary by Mind Map: Cashvertising Summary

1. 1-Sentence-Summary:

1.1. Cashvertising teaches you how to become an expert at marketing by using techniques like using the power of authority, following the three steps of writing a perfect headline, and appealing to the eight basic desires people have instead of spending millions on ads.

2. Favorite quote from the author:

2.1. "Advertising is a subset of communication. Sales is a subset of advertising. Persuasion is a subset of sales. And psychology is a subset of persuasion." - Drew Eric Whitman

3. 3 lessons:

3.1. To have a successful marketing campaign, you need to know and appeal to the eight core desires of people.

3.1.1. Marketing is just applied psychology.

3.1.1.1. Those that are best at getting people to buy know the most about human nature.

3.1.2. Hit the right triggers for people, which come from eight core desires, also known as the Life-Force 8 (LF8).

3.1.2.1. These are wired into our brains and are what helped our ancestors survive.

3.1.2.2. They are:

3.1.2.2.1. Staying alive

3.1.2.2.2. Food and water

3.1.2.2.3. Safety and freedom from pain

3.1.2.2.4. Sexual companionship

3.1.2.2.5. Good living conditions

3.1.2.2.6. Protecting those we love

3.1.2.2.7. Approval from others

3.1.2.2.8. Becoming excellent

3.1.3. More sales come from these eight motives than every other human want combined.

3.1.3.1. This is because when these needs aren’t met we feel tension pulling us to satisfy them.

3.1.3.2. The pattern here is simple:

3.1.3.2.1. Tension → Desire → Action

3.1.3.3. Outline the tension, which will make the consumer think of their desire and make them act to fulfill it.

3.1.3.4. To appeal to this desire, identify the tension

3.1.3.4.1. Then introduce your product as the solution to their need

3.2. A persuasive headline that gets people to click and read is as simple as following three steps.

3.2.1. Most titles aren’t exciting enough to get people interested.

3.2.1.1. It’s estimated that 60% of those that see an ad only look at the headline!

3.2.2. Use these three tips to make sure that you can grab people’s attention enough to get them to read the entire article.

3.2.2.1. Start with the biggest benefits first.

3.2.2.1.1. All your customers care about is how your offering is going to change their life for the better.

3.2.2.1.2. If they don’t see an immediate benefit that’s significant enough to make them read on, they’ll leave.

3.2.2.1.3. Have the most persuasive part, which is the greatest perk, first.

3.2.2.2. Check that you’re appealing to the right audience.

3.2.2.2.1. Make sure that the wording you’re using catches the eyes of the type of people that you’re marketing to.

3.2.2.2.2. Real business success happens when you match the right product with the type of people that really need it.

3.2.2.2.3. An example:

3.2.2.3. Use action words to make the perfect headline.

3.2.2.3.1. Good examples include “how,” “new,” “free,” and “just released.”

3.3. Shorter articles don’t do as well as longer ones for drawing people in.

3.3.1. People like to get the details of purchases they’re considering.

3.3.1.1. And if you give that information, they’ll keep reading, even if the copy is long.

3.3.2. This works for all kinds of people and products.

3.3.2.1. If a person really wants to buy something, they’ll want as much of the specs as possible.

3.3.3. Really go deep on it

3.3.3.1. The length of the content doesn’t discourage people from consuming it, in fact it only makes them more excited to buy.

4. Who would I recommend the Cashvertising summary to?

4.1. The 34-year-old blogger who feels like they know next to nothing about marketing, the 56-year-old business executive that wants to understand consumers better to cater to their needs, and anyone that would like to get better at selling.