The Man Who Sold Rocks
Richard In 1975, copywriter Gary Dahl took an object with almost no conventional product value: a smooth rock, and constructed an elaborate joke around it. The Pet Rock came nestled in…
Buying Psychology
The Psychology of Sales Page Architecture
A sales page has a strange problem. The same reader who wants excitement at the top may want sober proof halfway down. The person who needs to feel understood in…
The Invisible CTA Button
A perfectly designed, bright red “Buy Now” button sits right in the middle of a webpage, yet the reader scrolls right past it. They didn’t miss it because they were…
The Double Dragon Marketing Problem
Imagine you are launching a luxury brand in East Asia. You want to signal power and ancient wisdom, so you choose the dragon as your symbol. It seems like a…