Web Copy That Sells, 3rd Edition

THE TRIFECTA NEURO-AFFECTIVE PRINCIPLE IN SHORT COPY

Blaise Pascal, the seventeenth-century French mathematician, physicist, and religious philosopher, once wrote: “I have written you a long letter because I did not have time to write a short one.” This goes along the same lines as something Mark Twain once said: “It usually takes me more than three weeks to prepare a good impromptu speech.” Most outstanding and impactful presentations—especially sales presentations—require much time and preparation, no matter how easy or spontaneous they might look. Anyone with the gift of gab can fill an hour’s worth of speaking time at a moment’s notice, but only someone who’s well prepared and who knows the key principles of communicating succinctly, clearly, ...