The "DIY" Lens

Sugarman Trigger #23 - Familiarity

Sugarman states that becoming familiar to a customer can be very powerful, especially if they start to like and trust...

Sugarman Trigger #20 - Human Relationships

Sugarman says adding in "human elements" is very easy and can be very powerful.This can mean:Showing a product being held...

Sugarman Trigger #18 - Exclusivity, Rarity or Uniqueness

This concept ties in strongly with Trigger #16: Sense Of Urgency, and is the reason why certain pieces of art...

Sugarman Trigger #15 - Curiosity

Sugarman says "Curiosity" is probably one of the most powerful psychological phenomena there is.Because a person can't touch or experience...

Sugarman Trigger #12 - Timing

If you're going to jump on a fad bandwagon, knowing when to get on and get off is wise. But...

Sugarman Trigger #10 - Nature of Product

Every product has its own unique nature and personality, and it's up to you to figure out what that is.If...

Sugarman Trigger #9 - Satisfaction Conviction

Having a 30 day refund policy is one small example of a Satisfaction Conviction, but Sugarman stresses that it's much...

Sugarman Trigger #5 - Value and Proof of Value

Sugarman says a great way of showing Proof of Value is by comparing your products to other competing products.The consumer...

Copywriting Lenses List

This is a list of 25 different copywriting lenses to use.

Sugarman Trigger #22 - Specificity

Sugarman says that being specific in your explanations is very critical, and can establish your credibility much better than not...

Sugarman Trigger #17 - Instant Gratification

It's not hard to imaging that when someone buys something, they want it quickly.It's been proven over-and-over that people want...

Sugarman Trigger #14 - Desire to Collect

Sugarman says the desire to collect is very strong in humans. He once sold model plane tale fins made out...

"What is my $1,000/hour skill?"

Sometimes you gotta do low-value work, but how can you optimize to where you're doing your most high value work?...

Sugarman Trigger #7 - Greed

Sometimes people will buy things JUST because they are deeply discounted. They almost feel like they are stealing it!This is...

Sugarman Trigger #24 - Hope

Sugarman says that hope can be a great motivator in the buying process:A person buys a new face cream that...

Sugarman Trigger #21 - Guilt

Sugarman gives examples of charities that would send people free things like stickers or other small gifts in order to...

Sugarman Trigger #19 - Simplicity

Simple words.Simple layouts.Simple explanations.These tend to work best when selling. Complexity in selling generally backfires.Sugarman says that keeping things simple...

Sugarman Trigger #16 - Sense of Urgency (Scarcity)

A crazy powerful way any organization can drum up sales is by offering something that's about to expire soon. This...

Sugarman Trigger #13 - Desire to Belong

Sugarman says the Desire to Belong is a very powerful motivational factor.Why do people own a Jeep?Why do people own...

"What would ___ do?"

How would someone you admire or someone respected in your field of work handle a problem, or think about a...

"How can I 10X this?"

Push yourself to think how you would 10X a project you're working on. It's likely different than what you're doing...

Sugarman Trigger #6 - Justify the Purchase

Sometimes people want to buy very expensive things, but they have to run this process of price justification through their...

Sugarman Trigger #4 - Credibility

Sugarman says Honesty + Integrity = Credibility.Once you've established credibility, it makes it MUCH easier for you to sell products...