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.

Make sense?

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

P.S. Discover these 22 ways to eliminate ALL your marketing headaches.


“How To Make Maximum Money With Minimum Customers” – get three free chapters of my newest book!

Hottest offline marketing newsletter gets you more leads, higher conversions… proven marketing strategies, no nonsense… now read in 13 countries — get two issues free!

Copywriting and emotional direct response marketing “how to” products

Marketing videos that answer your toughest questions

If you enjoyed this, forward it on to a few of your friends and business associates.  And if you have any comments, just leave them here on my blog:

About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)