Recap from Last Time :

Trajectory of Advertising – Volume of personal daily exposure to adverts
A lesson from antiquity – Ethos, Pathos, Logos
Memorable Mnemonic :  U – R – G – E – N – T      A – I – D – A
Using Facts & Personal History to Build Rapport

Last time, we finished on a note about including detail and specifics in your copy.

The point about being specific in your examples and case studies is that it makes the contents more believable. As an aside, one of the ways of identifying whethere someone is lying to you is if their language becomes very vague and unspecific – people don’t tend to include specifics within their lies for fear of tripping up and being caught out over the details.