7. Direct-from-CEO copy It’s a known fact — third-party endorsements can help you sell products. But it’s equally effective to position your selling argument as a direct communication between the company founder and his or her customer. This down-to-earth approach levels the playing field. It telegraphs to the customer, “See, the CEO isn’t some cold and remote figurehead interested in profit only. He’s approachable and friendly. He cares about us.” Jeff Bezos of Amazon is a superb example: Notice this letter is conversational as well as plain: it’s a simple statement of the facts and benefits between two people: Jeff and you. 8) Superlative copy There are also times when you can make outlandish claims. Claims like (these are actual ads): “A revolutionary material from this Nevada mine could make investors a fortune in 2013″ “Stores across U.S. selling out of what some call a new ‘miracle’ diet fighter” “Obey this one weird loophole to get car insurance as low as $9″ But you can only make extraordinary claims when you have the proof to back it up. The evidence can be in statistics, testimonials, or research — or preferably all three. The problem with superlative copy is that it’s often hard to make outlandish claims and not sound like you are hyping it up — so use this type of copy sparingly. Generally, it’s good to follow the “Remove All Hype” policy.
Posted on: Sun, 09 Mar 2014 05:32:00 +0000
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