all advertising is reassurance

all of us seek reassurance—all of us yearn for certainty in an uncertain world and buying something new is pure uncertainty

every uncertainty we’ve experienced gave us a trauma of respective proportions and for us to overcome all those experiences and buy something new—we need a level of reassurance which will overcome it

this is why money back guarantees work, however they are not a part of discussion today, today I will show you how David Ogilvy used this technique in a lot of his ads, here’s the link for reference

in the picture above, Ogilvy is reassuring the the buyer of the Hathaway shirt that wearing one will elevate his status so even the cricketers will come to him for batting advice

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