Looking for:
[Skew font affinity designer free
You must enable JavaScript to fully view this webpage. If it is not enabled, your experience will be limited and you will be unable to purchase products, complete forms or load images and videos. Professional photo editing, page layout, graphic design and illustration — available for Mac, Windows and iPad, subscription free.
Best in class for creating concept art, print projects, logos, icons, UI designs, mock-ups and more, our powerful design app is already the choice of thousands of professional illustrators, web designers and game developers who love its silky-smooth combination of vector and raster design tools. From books, magazines and marketing materials, to social media templates, website mock-ups and other projects, this next-generation publishing app gives you the power to combine your images, graphics and text to make beautiful layouts ready for publication.
Just as powerful as their desktop counterparts, Affinity Photo and Affinity Designer for iPad give you the power to create stunning work, wherever you are. Take your work to the next level with one of our beautiful brush packs, versatile textures, stunning overlays, helpful templates and more.
Award-winning creative software Professional photo editing, page layout, graphic design and illustration — available for Mac, Windows and iPad, subscription free. Affinity Designer. All our apps come with a day money back guarantee. Affinity Photo. Affinity Publisher. Working on iPad? Check out our range of creative add-ons Take your work to the next level with one of our beautiful brush packs, versatile textures, stunning overlays, helpful templates and more. Find out more. Shop add-ons.
This browser is no longer supported. Please upgrade your browser to improve your experience.
Skew font affinity designer free.Why should you choose our course help online services?
Worry no more. Achiever Papers is here to help with such urgent orders. All you have to do is chat with one of our online agents and get your assignment taken care of with the little remaining time. We have qualified academic writers who will work on your agent assignment to develop a high quality paper for you.
We can take care of your urgent order in less than 5 hours. We have writers who are well trained and experienced in different writing and referencing formats. Are you having problems with citing sources? Achiever Papers is here to help you with citations and referencing. This means you can get your essay written well in any of the formatting style you need. By using our website, you can be sure to have your personal information secured. The following are some of the ways we employ to ensure customer confidentiality.
It is very easy. Click on the order now tab. You will be directed to another page. Here there is a form to fill. Filling the forms involves giving instructions to your assignment. The information needed include: topic, subject area, number of pages, spacing, urgency, academic level, number of sources, style, and preferred language style. You also give your assignment instructions. When you are done the system will automatically calculate for you the amount you are expected to pay for your order depending on the details you give such as subject area, number of pages, urgency, and academic level.
After filling out the order form, you fill in the sign up details. This details will be used by our support team to contact you. You can now pay for your order. We accept payment through PayPal and debit or credit cards. After paying, the order is assigned to the most qualified writer in that field. The writer researches and then submits your paper. The paper is then sent for editing to our qualified editors. After the paper has been approved it is uploaded and made available to you.
You are also sent an email notification that your paper has been completed. Our services are very confidential. All our customer data is encrypted. Our records are carefully stored and protected thus cannot be accessed by unauthorized persons. Our payment system is also very secure. We have employed highly qualified writers. They are all specialized in specific fields. To ensure our writers are competent, they pass through a strict screening and multiple testing.
All our writers are graduates and professors from the most prestigious universities and colleges in the world. We have writers who are native speakers and non-native speakers. Our writers have great grammar skills. Being one of the largest online companies in the world providing essay writing services, we offer many academic writing services. Some of the services we offer include;. We offer essay help for more than 80 subject areas. You can get help on any level of study from high school, certificate, diploma, degree, masters, and Ph.
We accept payment from your credit or debit cards. We also accept payment through. PayPal is one of the most widely used money transfer method in the world. It is acceptable in most countries and thus making it the most effective payment method. We offer free revision in case you are not satisfied with the order delivered to you. For such an order you are expected to send a revision request and include all the instructions that should be followed by the writer. Also remember to state the exact time the writer should take to do your revision.
We offer free revision as long as the client does not change the instructions that had been previously given.
In case a client want to alter the instructions, revision can be done but at a negotiated fee. We do not take the issue of plagiarism rightly. As a company we try as much as possible to ensure all orders are plagiarism free. We also have a plagiarism detection system where all our papers are scanned before being delivered to clients. We have writers who are always ready to work and take up orders with a short deadline.
We deliver papers as early as after 3 hours of ordering. You only have to indicate the short deadline and our support team will help pick the best and most qualified writer in your field. The writer will confirm whether they will submit the paper within the set deadline.
After confirmation, your paper will be delivered on time. We never at any time reuse the papers we write for our clients. We also do not have a database of previously written papers. We never send published papers to clients nor do we publish the papers after sending them to our clients. Whether to reference us in your work or not is a personal decision. If it is an academic paper, you have to ensure it is permitted by your institution. We do not ask clients to reference us in the papers we write for them.
When we write papers for you, we transfer all the ownership to you. This means that you do not have to acknowledge us in your work not unless you please to do so.
Our online assignment help is one of the best essay writing help in the world as we work with international students from the most prestigious universities in the world. We write quality papers for our clients as we have employed highly qualified academic writers from all over the world. Our writers are able to handle complex assignments from their field of specialization. When it comes to finding the best specialist for your paper there are 3 categories of specialist that we have to look at;.
Turning to course help online for help is legal. Getting assignment help is ethical as we do not affect nor harm the level of knowledge you are expected to attain as a student according to your class syllabus.
Our services are here to provide you with legitimate academic writing help to assist you in learning to improve your academic performance. With course help online, you pay for academic writing help and we give you a legal service. This service is similar to paying a tutor to help improve your skills. Our online services is trustworthy and it cares about your learning and your degree.
Hence, you should be sure of the fact that our online essay help cannot harm your academic life. You can freely use the academic papers written to you as they are original and perfectly referenced. Whenever students face academic hardships, they tend to run to online essay help companies.
If this is also happening to you, you can message us at course help online. We will ensure we give you a high quality content that will give you a good grade. We can handle your term paper, dissertation, a research proposal, or an essay on any topic. We are aware of all the challenges faced by students when tackling class assignments.
You can have an assignment that is too complicated or an assignment that needs to be completed sooner than you can manage. You also need to have time for a social life and this might not be possible due to school work. The good news is that course help online is here to take care of all this needs to ensure all your assignments are completed on time and you have time for other important activities.
We also understand you have a number of subjects to learn and this might make it hard for you to take care of all the assignments. You are expected to do a thorough research for each assignment to earn yourself a good grade even with the limited time you have. This calls upon the need to employ a professional writer.
When you employ one of our expert writers, you can be sure to have all your assignments completed on time. All your assignment deadlines will be met plus you will have an original, non-plagiarized and error free paper. With our Achiever Papers’ services, you are assured of a completely original and error free paper written exclusively for your specified needs, instructions and requirements.
All our papers are original as they are all written from scratch. We also do not re-use any of the papers we write for our customers. With this guarantee feel comfortable to message us or chat with our online agents who are available 24hours a day and 7 days a week be it on a weekend or on a holiday. Force an emotional response by touching on a basic want or need.
We have many other wants. We want to look good, and be healthy, well educated, effective, and so on. These are called secondary, or learned wants, and nine have been identified: 1. To be informed.
Cleanliness of body and surroundings. Expression of beauty and style. We learned them. Read that again. And when it comes to human desires, biology is king. Think about it. Which desire would you respond to first: to buy a new shirt, or to run out of a burning building? Would you first 23 b01 cash ch 1. The an- swers are obvious. We simply want them—no, we must have them. But what exactly is desire? If you see a creepy-looking middle-aged guy chatting online with your 8-year-old daughter, the tension to protect your child arises and your desire to start monitoring her internet usage LF8 7 kicks in.
If your office chair breaks your back after just 10 minutes of use, the tension to be comfortable arises, and your desire to buy a new chair LF8 5 kicks in. For example, by reading how consumer George Vincent was able to pay off all his debts using a radical new approach to real estate invest- ing, you and I—on the giant projector screen of our minds—envision a brilliantly clear, superbly detailed account of ourselves paying off all our bills, laughing as we dash off checks to our creditors in a devil-may-care fashion, leaning back in our big leather chair, throwing our feet up on our desk, and enjoying a debt-free, piles-of-cash-in-the-bank lifestyle.
But did you see what I just did? Read that last sentence again. Imag- ining the use of something that appeals to you increases your desire for it. Again, notice how my choice of words causes you to imagine ice cream, nuts, steaming-hot fudge and a bright red cherry floating in your stomach. Let me drive this point home with an- other example.
Each successive variation of this sentence will build in visual intensity, not simply because we add words and sen- tences, but because the words I use are intentionally selected to install mental movies—visuals—in your head.
This is a blank movie screen. No imagery. Do can mean anything. Get is more specific. Still vague, but now you know where to go. Do you see how filling in the details creates imagery? Notice how you pictured yourself opening an oven.
Specific wording implants images. Action words create moving pictures. Very visual. A picture of a pizza pops into your head, whether you want it to or not! See the power of this?
Go on, cut yourself a big, hearty slice. Now take a big bite. Talk about crisp! The dough was made fresh this morning and baked in a virgin olive oil—coated black pan for a thick, deep-dish Chicago style crust.
The sauce? Prepared from scratch, of course, from juicy plum toma- toes picked this morning, and blended with select fresh herbs from our own garden.
You betcha! Lots and lots of chewy, whole-milk mozzarella, made from the finest buffalo milk, of course, and the entire pie baked to bub- bling perfection in a degree wood-burning brick oven imported from Genoa, Italy.
Okay, I really maxed out this one to prove my point. And chances are you experienced a rich and detailed series of images by simply reading my words. But for now, to sum up this chapter, just be aware of these five things: 1. People have eight basic wants—the LF8 survival; food and drink; freedom from fear, pain, and danger; sexual com- panionship; comfortable living conditions; to be superior; care and protection of loved ones; and social approval.
The strongest advertising appeals are based on these eight basic wants. The most effective way to create an appeal based on these eight wants is to write ad copy that causes your prospects to visually demonstrate your product or service inside their heads, sufficiently enough to build desire for the satisfac- tion of the want s that your product promises to provide They believe you.
They want it. Time to count your money, right? You now have to push them to act. In Chapter 2, I teach you what they are, why they work, and how you can use them to help sell your products and services.
Did you know that one single bacteria cell explodes into more than 8 million cells in less than 24 hours? The solution? It quickly kills Fact: No matter how often you wash your sheets, your bed is an insect breeding ground, teeming with thousands of hideous, crab-like dust mites aggressively laying eggs in your pillow and mattress, causing you and your family to suffer year-long allergy attacks. While you sleep, they actually wake up and start to crawl, eat your skin flakes, and drink the moisture on your flesh.
It gets worse. Did you know that 10 percent of the weight of a two-year-old pillow is actually dead mites and their feces? This means that every night you and your family are sleeping in 29 b02 cash ch 2. Bottom line: Fear sells. It motivates. It urges. It moves people to action. It drives them to spend money. In fact, social psychologists and consumer researchers have been studying its effects for more than 50 years. But why does it work? In a word: stress. Fear causes stress.
And stress causes the desire to do something. Missing a big sale causes the stress of loss. Choosing the right tires can cause the stress of concern for per- sonal safety. Not opting for the side-curtain airbags in your new car causes the stress of future regret and visions of physical injury. Fear suggests loss. Fear paints a picture of necessary response. It tells your prospect that he or she will be somehow damaged.
Therefore, the threat of being damaged is insidious and powerful. Can you use it for your products and services? But is it ethical? Certain products can quell fears. Scaring people to buy! How could you? I said that if using persuasion and influence scares you, you should stop reading.
Or life insurance? Home smoke detectors? Cancer insur- ance? The mere mention of these things—to me, anyway—conjures up fearful situations that require some form of self-protection.
If that form of self-protection presents itself via an advertiser who happens to be selling a product that can save my life, prevent pain, or otherwise help me better deal with an unpleasant situation, then I welcome it. I have no problem being informed, and swiftly moved to take caution. Do you? If not, no matter how much fear you try to conjure up, your appeal will fail miserably. Make sense?
It scares the hell out of people. It offers a specific recommendation for overcoming the fear-aroused threat. The recommended action is perceived as effective for reducing the threat. The message recipient believes that he or she can perform the recommended action. Fear can paralyze. And it will motivate your prospect to act only if he believes he has the power to change his situation. That means in order to craft an effective fear appeal, your ad must contain specific, believable recommendations for reducing the threat that are both credible and achievable.
You can teach people to walk even the roughest streets with the confidence of a trained bodyguard, ready to counter even the most vicious attacks by the scariest and ugliest thugs walking the earth. Fact is, you need to do more than simply present gruesome crime stats. Because few people are concerned with UV laundry damage. Why is this? GOJO Industries— the company that manufactures the germ-quashing goop—first intro- duced Purell to the food service and healthcare industries in Sure, I was always health conscious; I always washed my hands before eating, and throughout the day as needed.
I knew germs existed every- where. Jump ahead to , when Purell hit the consumer market. Did you know that unwashed hands are the leading cause of food con- tamination in restaurants? What a joke! In a phone survey the same year conducted by Wirthlin Worldwide, only 58 percent of people say they wash their hands after sneezing or coughing, and only 77 percent say they wash their hands after changing a diaper. In , the Journal of the American Medical Association described a study wherein they cultured bacteria from coins and bills and found fecal bacteria and Staphylococcus aureus on 13 percent of coins and 42 percent of notes.
The copywriter for antiperspirant Odorno what a name! They made it an issue. Something to think—and fret—about. They instilled fear. And, as a result, Listerine now boasts an impressive 53 percent market share. See how they made it easy to resolve the fear?
A common way fear is used to simulate action is via the use of dead- lines and scarcity. However, fear is not a magical wand. Fear is simply one way to motivate your prospects to investigate your product further. Get it? You still need to convince him that your product provides the solution to the fear you just instilled. You still need to persuade and motivate him to take action: to grab his wallet, visit your Website, or call your number and place his order.
The fact is, you can blame your ego for many of your high credit card bills. We can actually buy things to make up for what we believe is a lacking in our personalities. Could it be that we as advertisers are actually performing a 34 b02 cash ch 2. In reality, this technique allows you to create a certain image, or identity, for a product, in order to appeal to a particular section of the audience that feels that their personal image and ego either match it or could be improved by it.
Persuading this way is not difficult. These things are built in, pre-wired into our very being. And for those who believe they already have it, our product can help them too, by giving them a way to express what they feel about themselves to the outside world. What does all this mean? For example, start noticing how very little persuasive copy is used in ads for luxury goods. I want those jeans. Oh, did I mention Rolls-Royce?
Yeah, them too. Does it work? Consider the perfume and cologne business. So really, So think about your product. Does owning or using it suggest quali- ties that people would want to flaunt? You own a karate school?
Then spotlight the names of the big mixed martial arts stars who work out there. Show photos of the rich celebrities who bring in their pooches. Feature Mr. Celeb stepping out of a limo with a drooling pooch. I only trust the Karringtons with my Fluffy. Offer to do a free job for a few of your favorite local celebs—newscasters, or social and political leaders, for example. When they accept, send them letterheads and enve- lopes on your finest paper Instant ego appeal.
What big companies that have far more rig- orous security requirements than your typical prospect trust you to protect them? Doing so puts me in the company of these discerning execu- tives. Again, instant ego appeal. Back to Rolls-Royce. Answer: Is a bullfrog waterproof? Imagine a full-page magazine ad consisting of little more than one large photo of what looks like a Manhattan intersection.
To the left of his car, we see another driver of about the same age, the entire weight of his head resting in his left hand, looking envi- ously at the driver in the Rolls. Feeling on top of the world just mo- ments before Mr. Match point, game over. Not all businesses can use such an ego-driven approach. Fret not. There are plenty of other techniques that will fit your product or service just fine. The following technique influences consumer behavior by associating products and services with symbols of authority or reverence.
Look at that beautiful layout! Look at that gorgeous photo! My price is right and I make it easy for people to order. Nobody believes him. Your offer must be credible, or you should expect the same crummy results as our frustrated advertiser friend here. Transfer is a strategy that involves using symbols, images, or ideas— cues, if you will—commonly associated with people, groups, or institu- tions of authority or respect, in order to persuade your prospect that your product or service is in some way acceptably endorsed.
Socialization ensures that most people respect institutions such as the Church, the medical establishment, national agencies, and science. When you incorporate images or symbols from any of these groups into your ads, the trust you gain can offset your need to present as rigorous a persuasive argument. The ideal strategy? Get a respected institution to provide its official endorsement. Doing so instantly transfers their authority, sanction, and prestige to your product or service.
Alas, a direct mail flyer from the Fraternal Order of Police lands in your mailbox. It says that they wholeheartedly support the bill and request your support in urging your state and local politicians to vote yes on its passage. Human inertia, a metaphor for lazi- ness, leads you to rationalize not doing your own in-depth research.
Proactiv is just one of dozens of acne products being hawked today. To young girls suffering from the skin condition, this is all the endorsement they need. Quaker Oats enjoyed excellent growth of its product ever since it trademarked its first smiling Quaker man logo back in Unfortu- nately, years later, in , the New England Journal of Medicine re- leased the controversial Sachs study that disputed claims that oats and oat bran could reduce cholesterol.
Fortunately, Quaker had already launched a new campaign featuring actor Wilford Brimley in Consider the Good Housekeeping Seal of Approval.
This unassum- ing oval has instilled pre-purchase confidence in millions of consumers since A clever concept, the seal is awarded only to those products whose ads have been reviewed and accepted for publication in Good Housekeeping magazine.
The publisher promises a refund or replace- ment for defective products within two years of purchase. Just as any other guarantee, it could actually help you close the sale if you construct it properly. More about guarantees later. I recently created a jumbo postcard for a hypnotist client. Now think. Do they really mean any of that? Of course not. Your prospects often use a peripheral, or noncritical style of thinking. Interestingly enough, I 39 b02 cash ch 2. Your prospects: 1 See a symbol of credibility logo, endorsement, and the like , and then 2 question less of your sales argument.
Using generally accepted images of medical and scientific authority could also produce the transfer effect. Is it any wonder that so many ads for health products feature dignified-looking men in white lab jackets? In- stant credibility! What do I do with this info? Think about which person, persons, and organizations in your industry have a reputation that carries sufficient respect that if you got them to endorse your business, product, or service, you could capitalize on the transfer of credibility it would create.
As the transfer technique shows, strategies that appeal to a broad range of the population can be highly successful. Long ago, our ancestors understood that, in order to maximize their chances for survival, it was in their best interests to form groups of like- minded individuals. So they lived in groups, hunted in groups, pro- tected each other in groups.
Everyone had a vital role that contributed to the success of the entire tribe. When the group ate, you ate. When it slept, you slept. When it packed up and moved, you moved. If it died We have a need for friends, a romantic relationship, and, ultimately, marriage and children. We join social clubs, fraternities, and sororities; participate in community events; attend religious services; and form business organizations and even street gangs.
Heck, we often wear shirts and caps proclaiming our associations, which makes us feel accepted, valuable, and important. Once these first two needs have been satisfied, belonging or love—which is usually found within families, friendships, membership in associations, and within our community—becomes a top priority. Associative—Groups that share your ideals and values. Dissociative—Groups to which you do not want to belong.
By linking products and services to any of these three reference groups, you can persuade your prospects to make decisions based upon the group with which they identify, or want to identify.
This strategy uses the peripheral—superficial thought—route to per- suasion. Remember we discussed this earlier? But to which group do you attempt to link your prospects? Research tells you that the median age of your target mar- ket is 34 years. Well, remember the group label aspirational? They aspire to be similar to tour-winning legends Lance Armstrong, Miguel Indurain, or Eddy Merckx—three of the best cyclists of all time.
Featuring pros such as these encourages your prospects to believe that, by using your cushy- soft seat, they can be more similar to their two-wheeled heroes.
Successfully gaining associative group influence is more complex. This strategy requires that you link your product to a certain societal group, while often alienating others. Cur- rently with 3, stores—including Banana Republic, Old Navy, and 42 b02 cash ch 2.
Does your product lend itself to using the human need to be- long appeal? But before your prospects are willing to buy anything, they must first be motivated enough to do so! The next technique is based upon one of the classic psychological theories of motivation. And the strategy is based on the theory that many consumer decisions are taken not to satisfy an immedi- ate need, but for some future objective. For Joe, your buyer, the product, or service he purchased is merely a means to an end.
Luxury goods and services are often advertised using the Means-End Chain. The strategy is to persuade your prospects that your product— although desirable in its own right—will provide additional secondary benefits to them or their family. Buying a new car is a wonderful feeling, right? Lexus Salesman tells you. Tell me the core benefit of doing so. The formula for activating the Means-End Chain mindset is simple.
Your copy and images should always represent the positive end results. In this way your prospect is less likely to critically analyze the pros and cons of the actual product, and base their purchase decision on the ultimate benefit it will provide them.
They do want the holes so they can plant beauti- ful trees and colorful flowers and make their homes look more attractive! They do want to be able to cook and eat quickly so they have more time for other things. The nice paint, smooth-running engine, and supple leather sure make them fun to drive, but getting from point A to point B is why people really buy them. The ego appeal is icing on the cake.
If they could cook their food in seconds by wiggling their nose, bye-bye Microwave Warehouse. And chances are if you could teleport yourself from point A to point B like Mr. Spock on Star Trek, auto malls and gas stations would be converted into drug stores and condos. But no matter what you sell, the major difficulty with persuading consumers is dealing with their varying degrees of product knowledge.
The following technique uses these differences to its advantage. Here are the stages, in a quick and easy nutshell. I should check out those Bloopo Burgers someday.
Is it healthier? Better tasting? Your prospect has arrived at the coveted action, or purchase phase. In this phase, your product has become part of their everyday lives. They continue to buy your Bloopos without giving it a second thought. Simply put, when they want a burger, they buy a Bloopo. According to the evidence provided by psychologist James O. Prochaska , the aim for advertisers who use this technique is to 46 b02 cash ch 2.
The challenge? Dealing successfully with con- sumer groups at different stages of the process. You have two options to tackle this: 1. Create ads that address all five stages. This lets your prospects focus on whatever stage is personally relevant to them. Simply include all the details someone would need to be fully informed about a product they might know little, if anything, about. Create a series of ads that, throughout a period of time, progress from stage one to stage five.
Stage one, therefore, introduces your product to the marketplace. Each successive ad builds upon the last, and can begin highlighting key features and benefits. The objective of both strategies, of course, is to provide your pros- pects with enough information and motivation to move them through the five stages at their own pace, until they ultimately become regular customers. No doubt about it. Let me explain. The virus is grown in chicken embryo cells, which changes the genes that tell the virus how to reproduce.
This causes the virus to reproduce poorly in the human body. When injected into your arm, however, your body reacts as if the virus was full strength, and quickly attacks and kills it. In doing so—and this is the important part—your body actually becomes stron- ger, resistant to that specific virus, for the rest of your life. Developed by social psychologist and Yale professor William J.
The three steps are: 1. Warn of an impending attack. Make a weak attack. Encourage a strong defense. Your chocolate brand of choice is Guittard, a California-based company whose world-class chocolate is used by many of the most prominent pastry chefs and confectionary shops in the U.
Heck, why risk my job? The plan: inoculate you. After all, most of our competitors use the el crappo chocolate. By attacking your ideas and decisions or brand preferences, as in this example , inoculation encourages you to use critical thought to defend them. Basically, it tricks you into thinking more deeply about your own position, which reinforces your thoughts and feelings.
Important: Consumer psychologists warn that your attack must be weak. Inoculation is a favorite among politicians.
But I tell you this is definitely not the case, and here is why This candidate is inoculating his audience by 1 warning them of an impending attack, 2 presenting the weak arguments his opponent will say during the campaign, and 3 encouraging a strong defense by giving them a little ammunition to help prepare for battle.
For example You want them to compare! Buy from ME! Are you a pizza shop? What do you do better, faster, easier? As impervious as bull- frogs are to water, human beings are to doing things differently. Trying to get them to change their beliefs about life? One of the most effective of these methods works by switching the focus away from the attitudes themselves and onto the underlying beliefs.
One day, however, you see a disturbing article in the newspaper. Oh no! A quote about baking soda by Ken Burrell, D.
Mental storm clouds roll in, lightning strikes, and the first chink in your enamel-white armor appears. Your own dentist confirms the horrible truth, and your baking soda sandcastle comes crumbling down. Your feelings were attacked by reason, and eventually, critical thinking—via central route processing—emerged the victor.
Well, one day a friend hands you a brochure from her Wing Chun school. And it contains testimonials from current students who describe how they successfully defended themselves against attackers. They talk about how safe the training is, how easy it was to learn, how patient and caring the instructors are.
The next day, another friend whose child takes lessons tells you how her child de- fended herself against the schoolyard bully. Like sprinkling radish seeds on fertile soil, new thoughts start to grow.
Fast forward to one week later. But it happens again another night. And then every 10th person looks sus- picious. Of course, your prospects may remain suspicious of the ideas you present, and many will reject the ad—just as they can with any other ad.
But many others will amend their beliefs in order to harmoniously exist with their new perceptions. Not to do so causes cognitive dissonance, an uncomfortable feeling that happens when you simultaneously hold con- flicting thoughts or beliefs—something the human mind dislikes intensely. Change the Importance of the Beliefs Another approach is to change the importance of beliefs, rather than the beliefs themselves.
Many advertisers take this technique one step 52 b02 cash ch 2. The strategy of manipulating current beliefs, either through rein- forcement or undermining, is far easier and more likely to succeed than attempting a wholesale change of basic beliefs. For example, nowadays everyone knows that smoking and excessive drinking are not good for your health. By either 1 reinforcing the beliefs of those prospects who already hold a positive view about your product, or 2 by subtly offering an alternative set of beliefs to those you wish to convert.
For example, advertisers of food and drink know that most con- sumers today believe in the importance of a healthy, balanced diet. Our goal is not to fight with our prospects.
We want to change their beliefs without causing a negative, de- fensive reaction. See the difference? You weasel your way in, so to speak. Now listen carefully. The following technique makes it easier for you by dividing products into those that require a lot of cognitive thought, and those that require little. The Elaboration Likelihood Model, or ELM, sug- gests there are two routes to attitude change: the central route and the peripheral route.
That depends on your product. By contrast, the central route encourages your audience to really think about it The ELM Rule of Thumb You think harder, longer, and deeper about important purchases than you do for unimportant ones, right? Of course. The two buying decisions require different levels, quali- ties, and depths of thought. When thinking about buying the house, your brain switches to central route processing. Buy the wrong house and—after uprooting your family, moving across the country away from family and friends, and starting a new job—you could easily wind up shackled in a self-created financial and emotional torture chamber.
And not much brain power is needed. So what kind of thought process does purchasing your product require? Weave them into your most persuasive sales argument. Load your ads full of colorful, pleas- Peripheral Route ant images, humorous or popular Processing subject matter, or the sponsorship of celebrities. You should still give basic data to satisfy their 55 b02 cash ch 2. If you sell ink-jet paper, for example, you still want to state its size, color, weight, sheet quantity, and even the TAPPI Brightness Standard rating.
Research has found that attitudes based on central route processing are more resistant to counter-persuasion, and show greater attitude-behavior consistency than attitudes formed by peripheral route thinking. It makes perfect sense. I know it was the right decision. Want examples? Look around you! Talk to people about any topic in which they spent a ridiculous amount of time in mental exploration, reinforcement, and justification: religion, politics, abortion, child-rearing, and education, for examples.
Their positions on topics such as these are stubbornly persistent and tenaciously resistant to change. What brands of cereal do you eat? One last thing you should know about the ELM. Attitudes devel- oped using central route processing will last longer than those formed by the peripheral route.
Simply put, logic and reason burn themselves into the brain far more deeply than good feelings created by visual cues or other emotion-stimulating catalysts. The following technique is based upon the influence that can be exerted by using the right cue for the right occasion.
In preparing his book Influence: The Psychology of Persuasion , he took three years and went undercover performing a variety of jobs to watch influence in action. Posing as everything from a used car salesman to a telemarketer, he studied the words and behaviors that move people to comply Comparison: The power of your peers. Liking: The Balance Theory. Authority: Cracking the code of credibility. Reciprocation: What goes around comes around You look like that geek from our gym class!
As an advertiser, this is a godsend. Because if I can successfully convey the message that my product is the one that a certain group should choose, then my sales could snowball simply from creating this mindset. For example, I used to work with a woman named Dianne. She used to sell everything from candles to baskets. I watched many succumb to the pressure of the liking cue. She had the kind of person- ality that made you instantly like her. But what about the quality of the candles and baskets she sold?
Because it was the internal pressure to accommodate or please Dianne—driven by the liking cue—that caused so many people to buy from her. Just sign the form and fork over the cash. No wonder most ads feature happy, attractive faces smiling out at the consumer from the pages of magazines, newspapers, and direct mail catalogs.
Psychologists say: Identification. All of us are in- terested primarily in ourselves; no one is more important to you than you. When an ad shows a picture of a handsome, important-looking man, for example, other men will identify with that person, step into his shoes, and briefly become handsome and important-looking themselves.
This same principle applies to women. This is a prime example of the peripheral route to persuasion in action. Using an official, intelligent, or authoritative figure to promote a product saves consumers the trouble of researching or examining the issues, and they simply accept the facts and claims as being true.
In fact, before the FCC cracked down on it, many advertisers hired actors who played doctors in popular TV shows to endorse their aspirin, cold remedies and other medical-related products, fully outfitted in the doctor 59 b02 cash ch 2. The viewers knew these people were just actors, yet they were still persuaded by the powerful authority cue built by their characters.
What authority in your industry does your target market re- spect? Do whatever you can to get a testimonial or full-blown endorse- ment.
Pay the authority to do a short video you can use on your Website or on a DVD. Then add a list of persuasive facts, figures, and scientific-looking graphs, and the authority cue can help you make a lot of money.
Did you ever wonder how these companies could afford to give away freebies with every first order? The reason is reciprocation.
Why does it work? Because the company has given you something, and you accepted it! The four- page survey may contain tedious questions, but the dollar makes you feel that you should do it.
Walk through many major U. Jay Siff, a wonderful client of many years, uses the reciprocation principle to the hilt. What can you give away to start the reciprocation ball rolling? You want to give something of value. A gift certificate? The reciprocation mindset is initiated when you give something to someone as a gift. Give a free flea and tick collar. Give a free rye bread or a box of chocolate chip cookies. Give a free water bottle. Give a free shine.
Give a month of free lessons. Give 50 free photocopies. Give a free bunch of flowers. Give a free lighter. Give a free slice. Whoever you are, give away something Your logic cannot deny that this chamber has no windows and no doors.
Which offers a rather logical challenge You create an ad that poses four questions to your prospect, with each answer leading logi- cally to the next, until, at the end of your ad, your prospect is all but committed to making the purchase Cialdini, Would you please sign my petition to help reduce neighborhood crime and make our streets safer?
So you sign away. And so you will. And now you can do little else but gulp, reach into your pocket, and hand over the cash. You were a lab rat in an experiment, and you behaved exactly as anticipated. Because you did, however, the petitioner had already pre-closed you, and the natural next step was to simply extract your moolah. A way that gives you instant and total control over even the most savage pound, drug- blitzed maniac who has the gall to try to intimidate—and possibly terribly injure—you and your family?
Introduc- ing The Tesla Sizzler Without this social pressure, the ad relies on a multitude of copy and design techniques to encourage you to read the whole sales pitch and then pick up the phone and place your order.
Effectively written long-copy direct-response ads do exactly this. Simply, we want what we cannot have. Take the Cabbage Patch Kids craze of People went bonkers trying to buy these ugly vinyl-faced dolls. They knocked over display tables, screamed, cursed, and fought like rabid cats in department stores. One particularly unruly crowd of 1, would-be Cabbage Patch 63 b02 cash ch 2.
Wielding a baseball bat, the man- ager kept the frenzied buyers at bay. Too funny. And too late. The scarcity effect had already thrust its hooks into the American doll-buying conscious- ness, and that, in turn, fueled even greater demand. And it might continue to annoy you the entire length of the movie or until your flight lands.
When someone took it from you, there was nothing you wanted more. Inter- esting how we humans are wired. The most common manifestation of the scarcity principle is the use of lines such as one-day sale, limited offer, only while supplies last, or first come, first served, all which make the product appear in short supply, and therefore increases consumer interest. The success of this tech- nique is apparent—every business uses it! Using the scarcity cue is like using a deadline, except scarcity also suggests exclusivity, not simply limited supply.
But hurry! The point is clear. Even worse, you could actually harm your business with ads that leave your prospects with an inaccurate or totally incorrect interpretation of your intended message—something that could negatively affect you for a long time.
Communicating clearly and plainly takes practice. But fret not. Principle Examples vs. Statistics— And the Winner Is Which is more persuasive: examples or statistics?
Read the follow- ing two paragraphs and decide. Accept its invitation Surrounded by rich, fragrant leathers, exotic hardwoods, and costly Wilton wool carpeting, this ve- hicle spotlights your discriminating lifestyle Shift into drive Feel it? Which of these—example or statistics—is more appealing to you? Which whets your appetite for more?
Most importantly, which really sells you? Sure, the stats are nice to know, but when it comes to making the cash register go ka-ching, you should always place your money on the example. In a word: emotion, the key to sales. And did you notice what happened when you read it?
I caused you to test drive—to demonstrate—the prod- uct inside your head! No wonder most ads and TV commercials use testi- monials and endorsements rather than long lists of facts and figures. Some people do want to know facts and figures! But not to the exclusion of strong, emo- tionally provoking examples. And a good case can be made for including both examples and statistics in your ads.
Forget the stats. Show attractive people, barely dressed hardbodies, and good times. Play up the examples and include some stats for the performance, safety, or efficiency enthusiasts, whichever category of buyer to whom your particular model appeals. So tell how much paper it holds, how fine its resolution, how long the ink lasts, its maximum monthly duty cycle, and other relevant stats.
No one gets turned on thinking about ink jets. At least none that I know, and many of my friends are professional writers! Your product is all about beauty, self-image how your property looks to the neighbors , and convenience never having to mow your lawn on those hot, sweaty summer days. Plenty of opportunity for examples here! Pure emotion here. Show photos of lean and attractive men and women, before and after shots, and testimonials from happy members.
Well, the same is true in advertising. You can present just your side of the story The key is to present both sides and still advocate only one—your own. By making your two-sided message appear to the reader as fair-minded and balanced. For example: 67 b02 cash ch 2. And they did a darn good job back then. So easy and effective, it makes old-fashioned and messy swatters obsolete!
Using the peripheral route to persuasion superficial thinking, re- member? So not only does it help persuade prospects to favor your product, but it also helps turn them against those of your rivals. You can calmly point out the advantages your product pro- vides. Is yours faster? More fun? Less expensive? More effective? All I need to do now is buy. After all, these people are trying to persuade me to buy! So be a good sport. Tell both sides. It might even make you feel good.
The persuasive impact resulting in additional sales will definitely make you feel great! You can even play both sides yourself. Repeating your message not only helps break down walls of disinterest, but with each repetition your ad also gets exposed to those who may not have noticed it the last time. And unless they have some reason to think otherwise, a feeling of accep- tance begins to grow.
As this acceptance strengthens, an affinity begins to develop. They, in essence, begin to feel comfortable with you. This comfort leads to greater trust, which opens the door to the sale. Remember: The aim of all advertising is to create marginal differences in consumer attitudes and perceptions.
Through repetition, these small dif- ferences can build into larger differences, and can often tip the balance in favor of the advertised brand. Can repetition be bad? In short, the study involved presenting arguments to college students about increasing university spending. Some students heard the argument once, others three times, the rest five times. Student who were exposed to three repetitions backed the spending proposition. In the students who heard it five times, agreement dropped off consider- ably.
Researchers Petty and Cacioppo suggested that at this high level of frequency, tedium may have set in, which caused the student to attack what they then considered to be an offensive communication.
Skew designs, themes, templates and downloadable graphic elements on Dribbble – Description
replace.me › watch. In this tutorial we will learn how to curve text in Affinity Designer so it can be warped around a circle or placed on a path.