In my last blog post, Apples-to-Oranges, Using Contrast and Compare to Make More Cash, I continued talking about the C’s of copywriting by talking about the concepts of contrast and compare; we’ve also talked about commitment and consistency.

This time we’re going to talk about what Joe Vitale calls “the most powerful psychological tool any Hypnotic Writer can use.”

Joe Sugarman says it is “the one major psychological reason that makes direct marketing so successful today” and he’s sold millions of BluBlocker sunglasses using this technique.

He’s also said that in 1973 he sold thousands upon thousands of (at the time revolutionary) pocket calculators using the technique.

What appeals to us in many deep, visceral levels so much that it’s been used in virtually all of the most successful direct response marketing campaigns online and off?

What has its roots in our primitive needs to find food and make better tools?

Well, that is what we’ll be looking at today.

Yes, I mean…

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