CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

by Drew Eric Whitman

1. It scares the hell out of people. 2. It offers a specific recommendation for overcoming the fear-aroused threat. 3. The recommended action is perceived as effective for reducing the threat. 4. The message recipient believes that he or she can perform the recommended action.”