Cashvertising audiobook cover - How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone

Cashvertising

How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone

Drew Eric Whitman

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Marketing & Sales

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Key Takeaways from Cashvertising

Learning Tools

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Mind Map

Cashvertising
Core Psychology (Life-Force 8)+
The Fear Recipe+
Ego and Authority+
Elaboration Likelihood Model+
Copywriting Tactics+
Visuals and Aesthetics+
Placement and Conversion+

Quiz — Test Your Understanding

Question 1 of 10
According to the book, what is the biological pattern that marketers rely on to drive consumer action?
  • A. Desire leads to tension leads to action
  • B. Tension leads to desire leads to action
  • C. Action leads to tension leads to desire
  • D. Fear leads to tension leads to action
Question 2 of 10
When using fear in an advertisement, why is it important not to create too much fear?
  • A. It makes the product seem too expensive to be a viable solution.
  • B. It causes the consumer to doubt the credibility of the advertiser.
  • C. It paralyzes the consumer and causes inaction.
  • D. It triggers the logical part of the brain instead of the emotional part.
Question 3 of 10
How can a marketer effectively transfer authority to their product without hiring an actual expert or celebrity?
  • A. By writing copy that is at least four times longer than competitors.
  • B. By using generally accepted symbols of authority, such as a model in a white lab coat.
  • C. By placing the advertisement on the inside front cover of a magazine.
  • D. By using the word 'guaranteed' in the headline of the ad.
Question 4 of 10
According to the Elaboration Likelihood Model, how should an ad for a high-relevance, expensive product (like a house or car) be structured?
  • A. It should focus primarily on flashy, colorful images and catchy slogans.
  • B. It should speak to the logical parts of the brain by providing facts, statistics, and evidence.
  • C. It should rely entirely on celebrity testimonials to transfer authority.
  • D. It should use short copy to avoid overwhelming the reader's intuitive thinking.
Question 5 of 10
What is the most critical element to include first in your ad's headline to entice people to keep reading?
  • A. The price of the product or service
  • B. The biggest benefits that add value to the prospect's life
  • C. A direct question about the customer's fears
  • D. The name and logo of your company
Question 6 of 10
According to a Gallup Research Bureau study on image preferences in ads, which type of picture do readers prefer most?
  • A. Animals and pets
  • B. Groups of adults
  • C. Mothers and babies
  • D. Children and babies
Question 7 of 10
What did the Dr Pepper Snapple Group discover when they changed the background color of their Sugar-Free Root Beer cans from blue to beige?
  • A. Consumers reported that the beverage tasted more like old-fashioned root beer.
  • B. Consumers felt the product was healthier and had fewer calories.
  • C. Sales dropped significantly because beige failed to capture attention.
  • D. Consumers associated the beige color with a higher price point.
Question 8 of 10
Contrary to the belief that modern consumers are too busy to read, what is the truth about using long copy in advertising?
  • A. Long copy is only effective for low-relevance items like food or cosmetics.
  • B. Long copy decreases online enrollments because people hate scrolling.
  • C. Well-written long copy satisfies interested readers and provides the information needed to convince them to buy.
  • D. Long copy should only be used if you cannot afford to include images in your ad.
Question 9 of 10
Based on research by Starch INRA Hooper, where is the most effective place to put a single-page magazine ad for maximum recall?
  • A. On the right-hand side of any middle page.
  • B. On the inside front cover of the magazine.
  • C. On the inside back cover of the magazine.
  • D. Directly in the middle of a featured article.
Question 10 of 10
If you can only afford a half-page ad, what technique can you use to increase the attention it receives by 76 percent?
  • A. Print the ad entirely in black and white.
  • B. Place the ad on the left side of the page instead of the right.
  • C. Frame your ad in white space.
  • D. Use a headline composed entirely of questions.

Cashvertising — Full Chapter Overview

Cashvertising Summary & Overview

Cashvertising (2009) shows how you don’t need a million dollar ad campaign to bring in the customers. All you need to know is how and why we make buying decisions. Full of instantly actionable tips, this book tells you everything you need to know about how to turn your ads into profits.

Who Should Listen to Cashvertising?

  • Businesspeople who want to know more about consumer marketing
  • Anyone interested in the psychological secrets behind advertising
  • Professionals eager to become savvier marketers

About the Author: Drew Eric Whitman

Drew Eric Whitman has worked for the direct marketing division of the largest ad agency in Philadelphia, and is now a consultant and teacher on the psychology behind consumer behavior. His work has been used by huge organizations, such as the Advertising Specialty Institute, American Legion and Texaco.

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