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On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.

The psychology works, dont be studying the roots while your competitors are picking the fruits.

The bandwagon effect. Social beings want to be parts of groups. 3 types of groups to leverage

Aspirational - groups to which you’d like to belong
Associative - groups that share your ideals and values
Dissociative - groups to which you do not want to belong

Link products or services to any of these three to pursuade buyers to make decisions

Remember when people had diaries and got mad when someone read them? Now they put everything online and get mad when people don’t.