Advertising Principles - Evidence-based principles

The Gibberish papers: Evidence on the effects of clarity on persuasion

"Use simple prose for high-involvement products with strong arguments”(Persuasion Principle 7.2.1.). If you do not have strong arguments, the corollary is: “If you are an expert and have nothing to say, say it without clarity.” As you will see, this is a powerful principle. More


© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved.
Web Design by Zoe Communications Ltd.