Drew Eric Whitman

People don’t want to buy products. They want to buy the benefits those products provide.

The first rule of advertising is: Get attention.

If your headline doesn’t stop people, then forget about the rest of your ad.

The single most important word in advertising is 'you.'

People buy for emotional reasons, then justify with logic.

Scarcity increases desire. If something is rare or limited, people want it more.

Strong visuals can stop the reader faster than words.

Fear is a powerful motivator. Use it ethically to highlight problems your product solves.

Specific numbers sell better than generalities.

People are more interested in themselves than in anything else.

Every ad must answer: What’s in it for me?

Make your offer so good, it would be stupid to refuse.