Seeming… is believing
Your ability to sell doesn’t depend on how good a copywriter you are, or how sharp your marketing strategy is.
You can write copy as smoothly as Michael Phelps glides through the water, but If your prospects don’t BELIEVE what you’re saying, you’ll never even sell one thin dime’s worth of goods and services.
Being believed is actually more important, in essence, than being truthful and accurate.
So for example, sometimes you’ll need to understate your results, because they just seem too good to be true. For instance, one time I had a client who claimed he could teach someone how to hypnotize someone in less than 10 minutes.
I suggested that in his copy, he extend this time out to somewhere between 25 and 30 minutes. In other words, “Learn Self-Hypnosis In 30 Minutes Or Less, Guaranteed!” is much more believable than “Self-Hypnosis In Ten Minutes.”
Another one — last year, around this time, I went on a diet and lost 14.5 pounds in two weeks. Now as someone who’s always had to work hard to keep the weight off, if you told me this would happen, I’d never believe you. Heck, I still can’t believe it and it actually DID happen!
So if I were to write copy for this, I’d probably tone this down a bit and not make such a big claim, simply because it wouldn’t SEEM true.
Remember, when you’re trying to sell something, “seeming”… is believing.
You want to think about how the claims you’re making look from the other side of the desk, and then consider whether you need to adjust them downward. And of course, always make sure you back up your claims with third-party evidence and specific data.
Now go sell something, Craig Garber
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