If you want to change customers' beliefs, remember to appeal to self-interest.
So said American philosopher, statesman and inventor Benjamin Franklin in his 1734 pamphlet Poor Richard's Almanac.
"Would you persuade, speak of interest, not of reason," Franklin wrote.
We're taught to value reason, but "the world runs on individuals pursuing their self interests," as economist Milton Friedman once said.
The copywriter observes this law when she asks What's your WIFM?
Want to persuade?
Start with your WIFM.
