Copywriting

‘Altercasting’ and the Art of Persuasion

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By Gary Hennerberg

Successful direct response copywriters imagine and feel the persona of the prospective customers. That sixth sense — where a writer takes on the mindset of the reader — is a path to persuasive copy. So are marketers using a persuasion technique where a person is cast in a role that encourages them to behave in a desired manner?

Altercasting caught my attention in a recent article in the Wall Street Journal (WSJ), quoting psychologists as saying “it’s widely used in the real world—by advertisers, fundraisers, parents, teachers, spouses, and therapists, among others.”

Altercasting

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Headshot of Gary Hennerberg

Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, 'Crack the Customer Mind Code.' He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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