Humans are primarily status driven. And  the status of one human comes from how the other humans treat them .  If your product or service changes how other people treat your customer, which it does in some way, it pays to show how.  Show the people gaining status, your customers. Show the people giving it to them. I f you lose weight, do your kids have a new role model? Does your spouse now decide to get healthy too? Are you more likely to get promoted at work?  I’d talk about how a business's competitors notice their phones don’t ring as much because all their customers are flowing to that business. How their business owner buddies say “business must be good” when they pull up in their new car at the golf range.  

The world belongs to those who see possibilities before they become obvious and who effectively marshal resources and energies for their attainment or avoidance.  Nor is anything great accomplished without high spirits. 

Propaganda began in WWI.   Before then, it was not even in the Oxford English dictionary, nor did the word have a pernicious connotation.  

When I write an advertisement, I don't want you to tell me that you find it 'creative'. I want you to find it so interesting that you buy the product.   When Aeschines spoke, they said, 'How well he speaks.' But when Demosthenes spoke, they said, 'Let us march against Philip.”

Through consecutive Hook cycles, successful products reach their ultimate goal of unprompted user engagement, bringing users back repeatedly, without depending on costly advertising or aggressive messaging.

If you detect the stench of conceit in this book, I would have you know my conceit is selective. I cannot read a balance sheet, work a computer, ski, sail, or play golf. But when it comes to advertising they call me King. When Fortune published an article about me titled “Is David Ogilvy a Genius?,” I asked my lawyers to sue the editor for the question mark.

  Great sales line: "Look Mr./Mrs. Prospect. There are a thousand people you can turn to for xyz service if that's what you want. The people that do it, I know about half of them, and there very nice men and women, and I think they're very ethical, and I think they to a very fine job for what they are and what they do. But our approach, our strategy, our positioning is totally different." Then you can get into why you're different and why your experience is better. 

Trigger features force an automatic compliance response from humans. One helpful example, when being asked for a favor, if the trigger word "because" is used, the favor is most likely accepted. The clause following because is of no importance, even if it is redundant information.  

Use social currency to go viral. People want to share something that makes them feel in the know, makes them look a certain way to the friends who will see it.