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You need your testimonials to be believable, to be credible and to be worth your prospect’s time. Importantly, in the emails preceding the PAS email, you want to finish by introducing a new problem at the end of it.The testimonial isn’t for your benefit; it’s for your prospect’s. The promise, then, becomes to teach people how to solve that problem in the next email.As you can see, it’s very similar to the first variation of the 4 Ps. The idea is that each detail is valuable on its own.But Edwards replaces “picture” with “problem”, which I personally think is better if you’re using the 4 Ps copywriting formula to write a home page or lead-gen page, where painting a picture for your visitor may actually come off as slightly scammy. But when you string these details together – e.g., over a series of emails to nurture leads, make a sale or nurture a customer – they become exceptionally persuasive.Whatever you do, An “empty suitcase” is what we call it when you use the word “this” without a noun to follow it.So, like, you might find yourself writing, “Tune into this to hear me drone on”, and you’d be using an empty suitcase because we don’t know what “this” is.A study by researchers at Queen Mary University of London shows men like women whose names draw to their physical attractiveness, while women like men whose attributes are showcased as intelligent, cultured, brave, and altruistic.

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A study of 1.2 million profiles by Plenty of Fish showed women who got into a relationship online used the word “relationship” 16 percent more than women who were still single. Why not be honest and speak from that place in your heart?

If they don’t and it’s still funny, you look like you’re funny and original. Apparently people who talk about relationships and love find relationships and love.

Scientists from Barts, the London School of Medicine, and The University of North Texas say you should look at the online dating profiles and headlines of people you are interested in and mirror some of those same things. Are the objects of your affection all similarly artistic or athletic or academic? Try something like “I hold an MBA, a library card, and high-brow conversation.” In my experience as an online dating coach, many people won’t even see it.

They’ll be too focused on your pics and the details of your profile to make this your online dating Achilles’ heel.

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