The Architecture of Persuasion Quotes

“Great sales letters don’t tell the customer what to think … or feel … or want. They locate the prospect’s feelings, thoughts, and desires, and then stimulate them. They provoke the prospect to do the feeling and thinking on her own. In taking this indirect approach, you avoid the possibility that your prospect will take refuge in denial, and give her a chance to follow the course of her own feelings.”
― Michael Masterson, The Architecture of Persuasion: How to Write Well-Constructed Sales Letters

“Begin your career as a copywriting lover, not a fighter, and you will always be doubly blessed — with good money and goodwill.”
― Michael Masterson, The Architecture of Persuasion: How to Write Well-Constructed Sales Letters

“Business should not be like war. It should be like love. And not a steamy, one night stand, but a mutually beneficial, steadily improving romance that lasts a lifetime.”
― Michael Masterson, The Architecture of Persuasion: How to Write Well-Constructed Sales Letters