MAGAZINE navigation:

INFO

ISSUES [currently viewing]

AUTHORS

SEARCH

Currently viewing:

Issue 3 > Make your sales copy believable.

Make your sales copy believable.

Linda Offenheiser asks 'Is your claim something you would believe or is it just another example of overblown hype?'

You read all kinds of articles telling you which power words and 'triggers' to use in your sales copy. These words are assumed to be 'magic bullets' that will immediately put your prospects in the mood to buy whatever you're selling.

How could anyone fail to purchase your 'amazing' product that's 'proven' to 'explode' their sales, especially when they can try it 'free'?

Do they work? Yes and no. We all know there are certain words and phrases that will get our attention and this, of course, is what we want to do with our ads. Before we can hope to sell anything to anyone we have to get our market to read what we have to say. These 'magic bullets' do this.

But there's one ingredient sales copy must have if it's to be successful—it must be believable. You can fill your copy with all the 'triggers' you want but if it doesn't ring true it will fail.

Hype won't cut it… The climate on the internet is one of skepticism. Why wouldn't it be? We all get bombarded with hundreds of ads every day. Each one claims to provide the best 'can't live without' product, program or service ever known to mankind. Each of them promises to solve our problems; make us wealthier, healthier, happier or wiser.

Now let's get real here! Think about how you react to these messages. Most of the time you're thinking, 'yeah, right', aren't you? Why would your prospects be any different?

How about a little honesty? Our mothers always told us 'honesty is the best policy'. Nowhere is that truer than in copywriting. It isn't enough to claim that your product is the best thing since sliced bread, you have to show proof that it is.

And what's more, you have to include that proof right up front. Don't hide it way down in the body of your sales copy somewhere. Always fire your biggest guns first. If you write a headline that not only makes a claim but also provides proof of that claim, you've got a winning combination.

  next page »

Page  1  |  2  | all pages

« PREVIOUS ARTICLE  NEXT ARTICLE »

ISSUE 3 CONTENTS »

Currently viewing:

MAGAZINE > issues > 3 > Make your sales copy believable.