“I’m a heavy smoker. I go through two lighters a day.” ~ Bill Hicks
Dear subscriber,
Exaggeration works well in comedy.
Copywriting – not so much.
In fact, it will hurt your copywriting efforts quicker than Tyson hurt Spinks in ’88.
Yup, exaggeration and big claims in your sales copy will set off alarms or red flags in your prospects’ minds. Kinda like a guy on a date who claims he’s on the big bucks but when it comes time to pay for dinner, he pulls out a voucher.
Sadly, when it comes to stretching the truth, nobody does it better than copywriters. They’re like the Pablo Escobars of puffery, peddling their wares with promises so grandiose they’d make Donald Trump blush.
Now, understand this:
Every time you make a claim or promise in your sales copy, you’re creating objections and skepticism in your prospect’s minds. However, there are several ways to deliver your claims and promises so that they are accepted, trusted, and believed. These techniques work so well, even the most outlandish claims sound believable.
Ya know, learning how to make your sales copy believable is perhaps the single most important copywriting skill you could ever learn, especially in today’s cynical world. If your claims aren’t believable, you might as well be selling peanut butter to kindergartens.
So obvious, yet so overlooked.
If you’d like to learn this important (crucial) copywriting skill, then turn to pages 111-114 of The Black Book, and implement what you learn therein.
Huh?
You don’t own The Black Book?
No worries. You can check it out here: https://kelvindorsey.com/the-black-bookcol/
Your friend,
Kelvin
Email Marketing Maverick
