NOTE: I wrote my first marketing piece in 1979 for the Dallas Playboy Club. Ever since then, I've focused on the psychology that connects the offer to the reader. That connection is all psychology, and it all depends on the specific words used. The words, images and layout are all applications of psychology – if done right. However, most of the time, they're done wrong. This article introduces you to how to do it right!

Bottom line – the specific words you use in your marketing can really make that much difference!

When you purposefully choose the right words, and deliver them in just the right way, you give your marketing its best chance of success. The specific words can easily mean the difference between success and failure of your program – and your entire business! We've been analyzing marketing psychology for more than 20 years, and I can tell you from experience, in the financial industry, it is almost always done wrong.

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