If, and then words like new, improved, more free, as well as others have mental spam written all over them. This is because they're overused and abused. So to capture the minds of an audience, a different factor needs to be included. This is where, if, and then come in. Let's say you were writing an advert for a learning product. You might say, if you spend only five to seven minutes a day, doing whatever it is, then you will, and then fill in whatever success they're going to get.

By simply stating if, then state an appropriate reasonable action. Whether resulting then, which is the outcome, you'll get more people to take action, simply use this power word zero, and see how it improves your ability to ethically influence