Hope

Okay, the dick thing. This played on hope. People saying, it works. No specific claims. Just that it works. That’s what I’d say now, too. (If you want a link to the dick exercises, let me know.)

What is the implied possibility or using your product or service?

Hopes, dreams, possibilities.

If you’re playing on hope, make no guarantees

No specific claims that can be measured.

Allude to what it’s used for without making and specific promises of an exact outcome

imply through testimonials. yeah, wow, it really worked for me!

what can you imply about a future result without stating a specific guarantee?

Ramp up hope with credibility.

How this book changed your life—and your readers'.

What do people hope for when they buy your product? Self-confidence. Knowing I’ll be ready.

A golfer buys a club hoping to take a few strokes off their game. A trumpeter buys a mouthpiece to play a bit higher, a bit easier. People buy vitamins on hope, then say they work. Video tape them saying so. That’s persuasive AF. A hot, young woman with an old dude on an ED ad. Health foods are sold on hope. Lowering your golf score, a harder dick, finding a relationship, anti-aging… all built of hope.

What’s the jackpot people are hoping to win?

The dream, the fantasy, or, at most, a possibility.