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Sales Letters today lack a vital ingredient

by KingOfContentMarketing
4 replies
An industry leader wrote:

"Sales Letters today lack a vital ingredient.

This deficiency may briefly be described in one word and that is - believability.

Yes, I said believability! You may call it anything you want - sincerity, honesty, conviction or what have you. It all comes down to the same thing."

You've heard that recently right here in the forum.

This opinion was written by Paul Muchnick in 1941:

What Do Sales Letters Need Today?
#ingredient #lack #letters #sales #today #vital
  • Profile picture of the author Daedalus15
    your posts are always pure gold... how do you stumble across this stuff on a daily basis?
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    • Profile picture of the author StephS
      I absolutely love reading your posts - the information and resources you provide are invaluable.

      Correct me if I'm wrong, but it seems that there is a difference between believability/credibility and proof. John Carlton and Brian Keith Voiles both say that you should use "Reason Why" copy to explain yourelf and lend credibility to your sales letter. Tell your prospect the reason why you're writing them. Tell them the reason why you're presenting them with such an irresistible offer. Tell them the reason why your offer is only available in limited quantities or for a limited time. Telling them the reason why lends credibility to your letter, so the prospect believes YOU. It makes the letter make sense to your prospect. This is different from adding testimonials, facts/figures, expert opinion, etc., which prove what you're saying your product/service WILL DO.

      Again, I could be off base, but that's what I gathered after reading Brian Keith Voiles' "Ad Magic" and revisiting "Kick Ass Copywriting". Adding the credibility element is an important element that I would have left out altogether.

      Thanks again for the post!
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      • Profile picture of the author JasonParker
        Originally Posted by StephS View Post

        I absolutely love reading your posts - the information and resources you provide are invaluable.

        Correct me if I'm wrong, but it seems that there is a difference between believability/credibility and proof. John Carlton and Brian Keith Voiles both say that you should use "Reason Why" copy to explain yourelf and lend credibility to your sales letter. Tell your prospect the reason why you're writing them. Tell them the reason why you're presenting them with such an irresistible offer. Tell them the reason why your offer is only available in limited quantities or for a limited time. Telling them the reason why lends credibility to your letter, so the prospect believes YOU. It makes the letter make sense to your prospect. This is different from adding testimonials, facts/figures, expert opinion, etc., which prove what you're saying your product/service WILL DO.

        Again, I could be off base, but that's what I gathered after reading Brian Keith Voiles' "Ad Magic" and revisiting "Kick Ass Copywriting". Adding the credibility element is an important element that I would have left out altogether.

        Thanks again for the post!
        Giving reasons why belongs to the family of believability builders.
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  • Profile picture of the author Steve The Copywriter
    Of course you can get the best of all worlds.

    Use the "reason why" throughout the copy.

    And add lots of testimonials, facts/ figures and expert opinions.


    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
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