by Chuck McKay | Dec 28, 2021 | Minimizing Risk, Unique Selling Proposition (USP)
Zebra losing its stripes. You’re a lion. It’s dawn on the Serengeti. The hunger pangs of three days without food are becoming impossible to ignore. Off in the distance is a herd of zebra. You’re down wind. You can smell the herd but they can’t smell you. You crouch...
by Chuck McKay | Dec 10, 2021 | Buying Stages / Sales Conversion, Minimizing Risk, Persuasion / Power of Words, Two-Step Marketing / Back End Sales
There’s a gas station at one of the Interstate 20 off ramps in Columbia, South Carolina that is rumored to have the lowest prices in town. If they don’t have the lowest prices, they certainly have convinced a large group of drivers that they do. Most hours of the day...
by Chuck McKay | Nov 22, 2021 | Ad Writing / Copywriting, Minimizing Risk, Persuasion / Power of Words
Researchers must be careful to neutrally phrase a question, so as not to influence the response. My partner, Roy Williams, offers a perfect example. When a penitent asked if it was proper to smoke during prayer, he was told it was not. But when the question was...
