Here is a post I made a while back that is now doing the rounds on the article circuit... worthwhile reading...


If you feel the need to offer proof -

Is it possible that you don't really believe that the product you're selling actually can do what you say it can do in the hands of others?

Or is it that you just know that your sales copy is crap and people won't buy it without "proof".

Maybe it's that (on the other side...

http://www.youtube.com/watch?v=a7KKXvy6TDs

If you are a copywriter and have analyzed several sales letters to find out what sells and what does not sell, you might have noticed two basic types of selling taking place: implicit and explicit selling. Implicit copywriting means the selling is low-key... the problem, proof, and scarcity elements are implied based on the information you provide. On the other hand, explicit selling is when the selling elements are cheesy, annoying, and...

http://www.youtube.com/watch?v=WlkgUK9ORXQ

Every once in a while when I read a cheesy headline on a sales letter, I see sales letters with useless headlines, or those that are too long or short, I think to myself, what the heck are headlines supposed to do in sales copy anyway? Any copywriter will tell you that the only job of a headline is to get you to read the next line. That is great advice, but how does it help you to write good headlines? My philosophy is that a meaty copywriting...

http://www.youtube.com/watch?v=G2RcItx1FFc

Find four ads from your junk mail pile or the Internet. This time, I want you to go for the larger ads. Look at each one and see if they introduce proof.

You always see proof on internet sales letters, but do you notice proof in TV and radio commercials? McDonald's marketing campaigns: "America's favorite fries according to a national taste test."

Commercials for household cleaning items show their...