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Research shows that in courtrooms, expert witnesses and deliberating jurors are more credible and more persuasive when they express moderate confidence, rather than high or low confidence.
Sure, you may think your newsletter is valuable, but to a brand-new visitor, all they think when they see this is, “Great...another email cluttering my inbox. No, thanks.”
Invisible Selling Machine
Ryan Deiss and Clate Mask
When you have a blind bullet in your copy and you want to heighten the amount of curiosity that is aroused by it, after your initial bullet statement, in parentheses, make another statement that really makes people think about what it is you’re trying to tell them.
How to Write Copy That Sells
Ray Edwards
...catch up on these, and many more highlights
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