All successful marketing campaigns must establish credibility. These rules are true for all forms of marketing and communication. Here I will show you what steps to take to build that indispensable element of credibility.
My seven rules are:
1. Tell the absolute truth! So much copy is completely untrue. People are much smarter than you may think. I believe even when you stretch the truth, let alone tell an outright lie, the prospective purchaser can sense something is very wrong. They simply stop reading. Here is how I look at it. Nearly all consumers have within them what acts like an infallible BS detector. And they won’t read or respond to untruthful copy. Thank heavens they won’t ever order a thing from you based on BS. This is as it should be-the true justice of the marketplace.
2. Be authentically yourself! In many ways, the hardest person to ever be in a real and honest sense is yourself! You must find a unique speaking voice/style. And consistently use it.
Here are a few tips on developing your style.
A. Create a really interesting character – you. Be as free and eccentric as you are at your best moments. Don’t cover up the real you as do most people. On the contrary, let out your true self. Bring family members into your copy. If you have a ne’er-do-well brother or football-nut sister, or colorful mother or father, or control freak husband or wife, or friend who is a real character write about them in your copy. People love to read about colorful people.
B. Use everyday expressions and slang you usually use when you speak or write. For example, if you normally say “dang it” or “shucks” or “darned tootin'” or “hell yes” or “butt out” or “dag blast it,” use it. It’s really you. Can you imagine an ad agency trying this?
Caveat: If you use profanity, I strongly recommend you never use it in your copy. You will surely offend many readers. One well-known copywriter uses profanity liberally in his newsletters to a niche market that happens to love his style. But this is an exception.
Tip: Avoid “ad speak.” Do not even try to communicate using the typical style of advertising agency hype. While it’s very common, easy to spot and prepare, no consumer ever reads or believes such hopeless drivel.
3. Make bold promises but make sure to prove each claim.
4. Tell short stories within your copy. People have loved stories since language began. You can tell a short story in as few as 3 to 5 sentences.
5. Use specific numbers. For example, never say “I earned over $17,000 last month.” It sounds like B.S. Say, “My tax accountant shows I earned $17,437 last month.” Tip: Any copy point you ever make must not only be true. For believability, it must seem true. Most of the world use generalities. Specific numbers are vital tools in your hands.
6. Specify where geographically you or other main characters are from. It feels more real because it is. For instance, “College Dropout From Asbury Park Becomes a Millionaire Writer!”
7. Include the occupation of the main character in your copy. “Part-Time Physical Therapist From Chicago Earns $1,077,833.00 in the Last 12 Months on the Internet.”
Use as many of these 7 secrets as possible throughout your copy. But remember, the headline is always the most important element. As always, begin your efforts with the all-important headline. Your headline’s task is to stop people long enough to read the first few sentences.
Use these tips immediately and watch your sales explode!
I look forward to reading your completely honest, humanized and believable headlines! In the next few moments you will discover how to be a far more successful direct marketing entrepreneur.
I’m going to reveal a powerful yet little-known marketing tip that can increase your profits 100-fold. This is not a misprint! Well, here it is – what people hate the most is the fear of loss.
When you tell a prospective customer what they will lose by not accepting your offer, a big percentage of them will buy! Newsletter-The Trend Letter Marketing strategy, beginning with the headline:
How to Stop The Competition From Eating Your Lunch
Book-The Complete Book of Corporate Forms Marketing strategy, beginning with the headline: How to Protect Yourself From Losing Your Possessions, Your Home, Cars and Cash, All Because You Didn’t Window-Dress Your Company With the Right Paperwork
Book-Complete Guide To Asset Protection Marketing strategy, beginning with the headline: How to Make Yourself Judgment Proof
Book-How to Form Your Own Corporation Without a Lawyer for Under $75 Marketing strategy, beginning with the headline: Incorporate Yourself to Protect From Personal Liability
Small Business Incorporation Marketing strategy, beginning with the headline: Use This Incorporation Service Now Before the Lawyers Prevent You From Doing So!
Government Contracts Marketing strategy, beginning with the headline: Get a Piece of the Government Giveaways Before The Money Runs Out Automobiles Marketing strategy, beginning with the headline:
Only 7 More Custom Convertibles Left- Buy Now or Lose the Opportunity Forever
Estates Marketing strategy, beginning with the headline: Get the Last Mansion Left Before Luxury Project Is Sold Out
Retail Shop Marketing strategy, beginning with the headline: 1/2 Price Sale-50% Off Designer Clothes While Supplies Last
Restaurant Marketing strategy, beginning with the headline: 2 Dinners For the Price of 1 Buy one dinner-Get the second Free This week only-Expires on Sunday
Free Gift Bonuses That Help Induce a Quick Buying Decision Marketing strategy, beginning with the headline: Only 117 Portable TV’s Left- Get Yours Free While Supplies Last
I could go on with many more examples. However, I urge you to study the foregoing. Think about your product or service. Allow your creative juices to flow and just write.
If you follow these simple strategies, your results we see a dramatic increase. I have used these tips for many years and many of my mentees have done the same.
So take your time and incorporate these tips into your marketing campaigns and see long term long lasting results.
7 Universal Rules of Marketing to Gain Unquestioned Credibility