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6 Quick Tips to Make Your Copy More Believable
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6 Quick Tips to Make Your Copy More Believable
Copyright © 2007 Daniel Levis
You've got targeted traffic coming to your site. You've made a big,
passionate, and clear promise on your landing page. But you're still
not making the sales you'd like.
It could be because your offer sounds too good to be true.
Believability above a certain point makes sales; below that point it
does not. Ad copy must make what lawyers call "a prima facie case" --
that is, a case that warrants a trial in court. Only the court is the
consumer, and the trial is buying and using the goods.
Here are 6 tips to help increase the believability of your copy ...
- Ivory Soap, as we all know is 99.44% pure. Would it seem as pure if
it were advertised "almost absolutely pure"?
When a quotation is made from a book or from the media, not one in a
thousand will verify it, yet it is worth your while to cite the exact
volume, chapter, and page when quoting.
Figures are the height of exactness, and exactness is characteristic of
truth. Vague generalities slip off the human psyche like water off a
Nouns - To say a great western city, instead of Denver is
to create suspicion.
Mr. Rockefeller is conceded by all to have been one of the richest
Americans, but if so described, and not named, readers unconsciously
score one point against the credibility of the copy. Even further, John
D. Rockefeller is better copy than Mr. Rockefeller. Proper nouns are
almost as valuable as figures in advertising.
It is more believable to say "styles now reigning from Rue de la Paix,
Paris, to Fifth Avenue New York" than "styles now reigning from the
fashion centers of Europe, to those of America".
- "A Suit Of Clothes FREE!" -- an incredible statement...over and over
the ad stated a suit of clothes could be had without cost, fully a
dozen times. You don't believe it in the headline, or in the first or
second paragraph, but it is human instinct to be impressed by repeated
and emphatic repetitions of any statement, however extraordinary. The
arrested man who says once, sullenly, "I am innocent!" and then stops,
is probably guilty, but he who repeats the phrase incessantly and
earnestly shakes the strongest conviction to the contrary.
A preposterous claim becomes believable, merely by making it a number
of times, even without adding any further evidence or explanation.
Connection - We are more inclined to believe advertising
that tells us how happy the locals are with a product, and want to buy
that brand for no other good reason. Nobody knows quite why, but we
trust proximity. If we hear our neighbors have bought something, it
means more to us than it should.
Perhaps we harbor a deep-seated trait from our ancestors. Strangers and
far off people are still presumed crafty, and hostile by the savage
that sleeps in our sole.
- Some things never go out of style, and the testimonial is one of
those things. They shouldn't be edited, and should include as many
details of the giver as possible. A well-worded one from an obscure
person is often worth more than one from someone famous. To be most
effective, a testimonial should site specific results. It's not enough
that a customer say that they are happy with your service, or that they
feel they got their money's worth.
When asking for testimonials, dig for specific "before and after"
measurements. You want statements like "We saved $450 on our heating
bills last year after installing XYZ windows. That's 35%!"
- Before launching into product claims, it's critical you tell your
reader why they should listen to you.
After grabbing the reader's attention with your headline, and quickly
making a big promise, this is generally the third thing you want to
impress upon the reader.
Quickly, and powerfully demonstrate your credentials, experience, and
track record. This can be achieved either directly in the running copy
in your own voice, or in a sidebar using another voice.
Sometimes it even makes sense to add some kind of a credibility element in the pre-head (sub-headline in smaller font above the main headline)at the very beginning of the copy.
About the Author:
Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto, Canada and publisher of the world famous
copywriting anthology "Masters of Copywriting" featuring the marketing
wisdom of 42 of the world's greatest copywriters, including Clayton
Makepeace, Joe Sugarman, Joe Vitale, Bob Bly and dozens more! For a
FREE excerpt visit the link:
********** Additional References **********
30 Days to Internet Marketing Success - huge collection of marketing "know how".
Niche Products Package - giant package of 106 niche products with master resell rights plus 14 guides FREE.
Get It Done! Marketing Action Plan - a complete marketing system using techniques and methods that most people don't know about.
Red-Hot Copy to Woo Your Target Market - step-by-step guide to writing professional-looking copy.
The Golden Book of Proof - a simple system for attracting customers with advertising that works.
Adtrackz - complete guide to ad tracking programs.
Confessions of a Website Copywriter - why almost everyone is wrong about creating sales letters for the web.
Pay Per Click Profits - one of the most powerful marketing strategies to drive targeted prospects to your web site.
Automatic Goldmine - how to use autoresponder courses to put ad campaigns onto autopilot.
Ad Gladiator - guide to creating solo ad campaigns that pay well.
Ultimate Ad Tracker Tool - run your own ad tracking system to get precise statistics on your links.
Ad Tracking SuperTips - a FREE ebook to guide you in choosing, using and profiting from ad trackers.
Best wishes for your online success!
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