Advertising Principles - Evidence-based principles

The Gibberish papers: Evidence on the effects of clarity on persuasion

"Use simple prose for high-involvement products with strong arguments”(Persuasion Principle 7.2.1.). If you do not have strong arguments, the corollary is: “If you are an expert and have nothing to say, say it without clarity.” As you will see, this is a powerful principle. More


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