
The Discovery Lens

The Easy-Peasy Lens

The Objection-Buster Lens

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...

The Lightbulb Lens

The WARNING Lens

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...

The Long-Term Lens

The Problem-Solver Lens

The Contrarian Lens

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...