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Liar Proof Copy Tips

by The Niche Man
8 replies
Of course testimonials, case studies, Guru endorsements and prove-a-ble facts are a few ways to liar proof ad copy. But how do you personally use story telling and personal examples to add credibility? Any thoughts, suggestions or guesses? Brainstorm.
#copy #liar #proof #tips
  • Profile picture of the author Steve The Copywriter
    One of the best ways I've seen was on the Joe Karbo Ad.

    "The Lazy Man's Way To Riches"

    There was a "letter" from his Accountant stating that what Joe was saying was true.

    So, a lawyer, accountant type "statement" can work well.

    Nowdays, it would also help if there was a video or telephone number - (brilliant if it was answered "live" if not then a recorded message) again stating that all the claims were correct.


    Steve
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    • Profile picture of the author marciayudkin
      Of course testimonials, case studies, Guru endorsements and prove-a-ble facts are a few ways to liar proof ad copy.
      You forgot to mention media coverage and academic research, which can bolster credibility. One of my clients used both of these to build his company way past the million-dollar point, and then filed a government complaint against one of his competitors and won that. All in all, he now comes across as extremely credible. But he's in health care, not Internet marketing.

      Marcia Yudkin
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      • Profile picture of the author The Niche Man
        Originally Posted by marciayudkin View Post

        You forgot to mention media coverage and academic research, which can bolster credibility. One of my clients used both of these to build his company way past the million-dollar point, and then filed a government complaint against one of his competitors and won that. All in all, he now comes across as extremely credible. But he's in health care, not Internet marketing.

        Marcia Yudkin
        That's interesting, especially the academic research part. For example, I wonder if there's any University studies that could prove a Internet Marketing sales point someone wanted to prove? Hmmm!
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        • Profile picture of the author ewenmack
          There's a mountain of data stored in different Government agencies archives.

          An article I once wrote for a San Francisco web design firm gave the usage of internet users in the Bay, their income bracket, amount of time spent on the Internet and the percentage of them that research online before they buy locally...all building a strong case to have a website.

          All facts found on a Government website which are in the public domain.

          This was targeted to local businesses that didn't have a website.

          Yesterday, by chance, I read that over half of USA citizens take a nutritional supplement...
          once again found on a Government website.

          You can find out which sectors are having growth in exports.

          For example light trucks are one of the biggest movers in terms of growth now.

          So there's another source to bolster proof and desire.

          Best,
          Ewen

          Originally Posted by The Niche Man View Post

          That's interesting, especially the academic research part. For example, I wonder if there's any University studies that could prove a Internet Marketing sales point someone wanted to prove? Hmmm!
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          • Profile picture of the author marciayudkin
            Here's an article on my web site that provides additional tips on bolstering credibility:

            Credibility Boosters and Credibility Killers: A Copywriting Checklist

            (Just rediscovered it or I would have mentioned it in my earlier post!)

            Marcia Yudkin
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            • Profile picture of the author Ross Bowring
              Why are doctors, when they're interviewed by local news, always shot with a library of books behind them?

              Creatively work the mass of connotations all around us. Get into semiotics. Read yourself some Roland Barthes and some Derrida. Or at least read about their work in secondary texts.

              It'll let you wrap your product and your product creator in good credible vibes.

              --- Ross
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            • Profile picture of the author The Niche Man
              Originally Posted by marciayudkin View Post

              Here's an article on my web site that provides additional tips on bolstering credibility:

              Credibility Boosters and Credibility Killers: A Copywriting Checklist

              (Just rediscovered it or I would have mentioned it in my earlier post!)

              Marcia Yudkin
              Good article, especially number 5. I've rammed my head against that a few times.

              Just because something is provable doesn't always make it good. You have to make sure what you say doesn't surpass your target audiences "capacity to believe".

              Wow, I've stepped in that cow pie a time or two, until I learned to understate. Reminds me of the saying "always under-promise and over-deliver." Especially in this increasing world of skepticism.
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    • Profile picture of the author The Niche Man
      Originally Posted by Steve Copywriter View Post

      One of the best ways I've seen was on the Joe Karbo Ad.

      "The Lazy Man's Way To Riches"

      There was a "letter" from his Accountant stating that what Joe was saying was true.

      So, a lawyer, accountant type "statement" can work well.

      Nowdays, it would also help if there was a video or telephone number - (brilliant if it was answered "live" if not then a recorded message) again stating that all the claims were correct.


      Steve
      Those are good points, a blast from the past (Joe Karbo). So few people do it, that would stand out like a sore thumb.
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