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Web Copy That Sells, 3rd Edition by Maria Veloso

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THE THREE PRINCIPAL TRIGGERS OF MIND CHANGE

Different people have different ways of processing information that is presented to them—and different people may find one representation easier to decode and embrace than others. It would be a futile endeavor to tailor one’s web copy to cater to all the diverse triggers of mind change. However, a shift of mind is likely to coalesce when you employ three principal triggers. Precisely calibrating the delivery of your concepts with the use of these triggers literally alters your prospects’ behavior and increases the likelihood that they will act in favor of your product or service.

The three principal triggers of mind change are resonance, redefinition, and resistance.

Emotional Resonance

Whereas logic ...

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