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The “Three Ws” of a Marketing Campaign's Persuasive Pitches


When it comes to developing persuasive pitches and messaging for marketing campaigns, you might think that each initiative is its own unique case.

Which it is, of course.

But all of them are more similar than they are different in the approach you should take.

Direct marketing copywriting guru Richard Armstrong once stated that focusing on what he calls the “Three Ws” will always get you close to where you need to be:

  • What does the prospect WISH for?
  • What does the prospect WORRY about?
  • What does the prospect WONDER about?

If you can come up with one creative idea that satisfies all three questions … you have a sure winner. 

 

 

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