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... hope in your customers. Show people that the product works without the usual negative side effects. What happens when you diet? You feel deprived, cranky, and irritable, right? Diet ads that say that you can lose weight while eating normally affect hope because they affect your desires. You can not only have your cake, you can eat it too! Imply easy, rapid, and permanent success. Although achieving goals we really want can be difficult, it's easy to find all sorts of claims that you can avoid this hard work. These are similar to the claims that you can reduce signs of aging in a single week, or lose weight and keep it off with just 20 minutes of exercise a day. These tactics work because they make the outcome we want to achieve ... hope. Find out what it's all about in this document. Business Secrets Revealed! ' Lose 10 Pounds in 10 Days, in Your Sleep! ' Reduce Seven Signs of Aging! ' What do these and dozens of similar statements have in common? They're all creating hope. Every day, millions of people respond to these types of statements by investing in the stock market, buying lottery tickets, purchasing cosmetics, visiting therapists, and cheering sports teams. Hope is so widespread that we even use it on product names. A recent search on Amazom.com and CDNOW.com revealed no fewer than 4,936 books, 202 CDs, and 229 songs with hope' in their titles. Because hope is so pervasive in marketing, let's think about what it is, how to generate it, and its consequences ...

...o smoke, dried-out floor drains, cosmetics and other personal products. Acute...