Writing sales letters: Why honest people sometimes feel compelled to lie when writing sales copy
Ever buy something and then discover even your most minimal expectations have been let down?
Or, ever see something being sold and just know, deep inside your heart, the person’s lying?
And how about the general reputation some people have, of simply never delivering?
Ever wonder why this happens — and, why it seems to happen more often than you’d like?
OK, well then let’s talk about this.
There are basically two kinds of people — honest and dishonest. It’s kind of hard to be a little of both – that would be like someone being partially pregnant.
For the most part, you’re either honest, or your not.
So if you find someone who’s dishonest and you keep going back to them, hoping to not be disappointed this time… you’re pretty much wasting your time. As I always say, “Hope is NOT a good business strategy.”
But how about honest people. How come they sometimes lie in their sales copy?
Is it because they want a slight edge beyond what they deserve?
Believe it or not, no.
Is it because they want money and they feel desperate?
Maybe, but that’s not the primary reason.
See, the real reason even honest people sometimes lie when they’re writing sales copy, is because they don’t know how to make the truth exciting.
They don’t know how to tell their story, and share their enthusiasm over things. So instead, lacking a good imagination to develop a story… they resort to lying, to spice things up.
Remember, the secret to selling… isn’t selling. It’s telling your story and getting your buyer involved in it, as much as possible.
When a customer thinks they are being sold, they rarely buy. But when a customer listens and then makes their own buying decision… you have made a friend for life.
Now go sell something, Craig Garber
P.S. Discover how to push your prospect’s emotional buy-buttons, and make ’em say “Yes!”
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