Episode 26: How to Make Someone Believe Something Before They Read It

Podcast: Play in new window | Download

On this episode, we’ll be discussing chapter 9 of Breakthrough Advertising – Gradualization. For desire and intensification to be effective, your prospect has to believe your product claims. Gradualization is simply building up enough belief in the ad (gradually) so your prospects will accept your biggest claims.

This is where ad structure (or presentation structure) becomes really important. Sometimes your strongest claim should never be in the headline. We’ll be discussing why on today’s podcast. 

Our Featured Beer

This week, we are enjoying a Deep Thoughts Amber Ale from one of my favorite spots near Atlanta, GA – Chattabrewchee Southern Brewhouse. This brewhouse has been nominated for two Reader’s Choice Awards. One is for top brewery in the state, and the other is for the top IPA in the state. Since we do a lot of deep thinking and discussing on the podcast (: D), I picked up the Deep Thoughts recently on a stop by this unique brewhouse to review.

We’ll be sharing our opinion of this pale ale on show.