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10 Ways to
Write More Effective Ads
Incorporating
Proof and Believability
Page 3 of 3
Do you see what
I did?
I took quotes
from experts in their respective fields and turned them to my
side. But…be sure to get their consent or permission from the
copyright holder if there’s ever any question about copyrighted
materials as your source.
Note that I also
pushed an emotional hot button: fear.
It’s been proven
that people will generally do more to avoid pain than to obtain
pleasure.
So why not use that tidbit of info to your advantage?
·
Reveal a flaw about your product. This helps alleviate the “too
good to be true” syndrome. You reveal a flaw that isn’t really a
flaw. Or reveal a flaw that is minor, just to show that you’re
being “up front” about your product’s shortcomings.
Example:
“You’re probably thinking right now that this tennis racket is a
miracle worker—and it is. But I must tell you that it has one
little…shortcoming.
My
racket takes about 2 weeks to get used to. In fact, when you
first start using it, your game will actually get worse.
But if you can just ride it out, you’ll see a tremendous
improvement in your volleys, net play, serves, …”
And so
on.
There’s a tendency to think, with all of the ads that we are
bombarded with today that every advertiser is always putting his
best foot forward, so to speak. And I think that line of
reasoning is accurate, to a point.
But isn’t it
refreshing when someone stands out from the crowd and is honest?
In other words, your reader will start to subconsciously believe
that you are revealing all of the flaws, even though your best
foot still stands forward.
·
Use “lift notes.” These are a brief note or letter from a person
of authority. Not necessary a celebrity, although that can add
credibility, too. A person of authority is someone well
recognized in their field (which is related to your product)
that they are qualified to talk about. Lift notes may be
distributed as inserts, a separate page altogether, or even as
part of the copy itself. As always,
test!
·
If
you are limiting the offer with a deadline “order by” date, be
sure the deadline is real and does not change. Deadline dates
that change every day are sure to reduce credibility. The
prospect will suspect, “if his deadline date keeps changing,
he’s not telling the truth about it…I wonder what else he’s not
telling the truth about.”
·
Avoid baseless “hype.” I discussed that in my previous tip.
Enough said.
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