[Book Sip] "Airplanes Use 50% of Fuel During Takeoff"

Yongman Lee 'Works! 10 Sentences That Sell Without Fail'

Some sentences encapsulate the entire content of the book itself, while others instantly reach the reader's heart, creating a connection with the book. We introduce such meaningful sentences excerpted from the book. - Editor's note

This book is a sales-boosting writing guide for office workers, small business owners, self-employed individuals, solo entrepreneurs, and professionals. Each chapter introduces practical know-how. The author explains that there are 10 thresholds blocking consumers from making a purchase. To overcome these thresholds, the book presents formulas such as the ‘Headline Formula,’ ‘Naming Setting Formula,’ ‘Story Packaging Formula,’ and ‘Evidence Presentation Formula.’ It contains content that helps overcome psychological hurdles of consumers that were unnoticed or overlooked.

Do you know when an airplane consumes the most fuel during flight? the question was asked (...) The answer is right at ‘takeoff.’ More than 50% of the total fuel is consumed during takeoff. (...) The same applies to all business writing such as sales and marketing. You must invest more than 50% of your ‘time and energy’ at the beginning (title, cover, thumbnail, etc.). Only then will the following text (the main message) be read by the target audience. It must be read to the end to smoothly reach the final destination of purchase.

Top 5 Headline Formulas That Drive Clicks

First, present benefits

Second, arouse curiosity

Third, include numbers (+ social proof)

Fourth, stimulate empathy

Fifth, emphasize necessity (+ expert authority)

(Modifiers before a name ideally should be up to ‘7 characters.’ There are various reasons for setting a tagline or naming to 7 characters, but primarily, it becomes difficult to say if it exceeds 8 characters. What good is it if the introduction of the name is long and difficult? Also, listeners have limits in recognizing and memorizing at once. Therefore, personally, I prefer 7 characters that have a moderate rhythm and are easy to memorize.