Pain is a much greater motivator than pleasure.

There are advertisers who insist not to highlight the negative in order to sell.

Yes, people are attracted to the positive. The good feeling warms the hearts.

But pain causes many to take action.
Fear of the repercussions from doing or not doing something, is often a stronger motivation. Than being persuaded to achieve a positive result, idealised state.

I’m looking at point 16 and 18.

16) says never to give any special discounts to any particular dealer. I’m sure a widespread practice is that if you can move more volume, you get things at a cheaper rate.

18) says never to show the negative side and not to use those before/after ads. I see those ads all the time, especially for slimming ads.

Well done on finishing this review.

For me it is point 15 that is absolutely crucial for making direct marketing pay.

If the experts can’t predict which version will perform best when put to the market, amateurs certainly should assume that they know best.

When I read Scientific Advertising I found the early chapters more insightful than the later ones.

I was intrigued by your mention of exceptions so perhaps we should be debating those. What they are, why they were successful, whether the exception helped or hindered?

Thanks for the summary which I have just read and found interesting. I agree with you with respect
to the exceptions.

Kind regards

Arthur