What you are about to read will probably sound familiar. Indeed, it has been said many times before. However, I believe this formulation is original and may help you better apply it in your marketing communication. I immodestly call it Yaffes Law.

Yaffes Law

If you give people what they want first, they are likely to accept anything else you want them to have. If you give them what you want first, chances are they wont accept anything at all.

This is simply the classic principle that you should write from the readers point of view. And of course we all do this. Or do we? (Read the full post about ‘Techniques of Persuasive Communication: Old Wisdom in a New Package’…)