We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of most persuasive words to use in marketing are:
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Try to incorporate these powerful words into your brochures, web content, and however else you communicate with customers.
Richard Taflinger, professor at Edward R. Murrow School of Communication at Washington State University, says that a ploy often used in advertising is use of logical fallacies. These fallacies are not recommended because they may alienate your audience. Taflinger suggest avoiding following logical fallacies:
- Black/White: The black/white, or either/or, trick is making a statement that provides insufficient options to your argument. A common way this is used in advertising is by presenting two situations, one with product and other without. The one with product shows circumstances that advertiser presumes target audience would like to be in, and vice versa for situation without product.
- Genetic Fallacy: This fallacy makes a prediction about something based on where it came from or its origins. Such statements may indeed by true, but they need evidence as proof.
- Begging Question: This is making a statement that includes a premise that has not been proven, basically saying that something is simply because it is.