Chapter 10
Optimize for Urgency
This old pro, a copywriter, a Greek named Teddy, told me the most important thing in advertising is “new.” It creates an itch. You simply put your product in there as a kind of calamine lotion.
—Don Draper
On my way back to the office after lunch today, I realized that my breath wasn’t as fresh as it could be. The garlic in my salad dressing had been a little stronger than I expected. But, alas, when I reach for my customary pack of gum in my blazer pocket, it’s missing. I’m out of gum!
No problem. I know I can pick up another on my way into the office building. As I reach the gum counter in the foyer corner store, I quickly scan the options: Trident, Stride, Juicy Fruit, and so on. I spend no more than a few ...
Get You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
