your client) lack credibility in their particular market?
When I don't have credibility in the field then I can present
myself as an "ordinary guy" who has achieved extra ordinary
results by a "discovery" I chanced upon.
Now for simplicity I'll just use "you" meaning you or your
client you are writing for.
If you do have credibility then by all means use it. But
sometimes you just don't.
Let's say for example you are NOT a doctor. But you have this
cream that you concocted to get rid of pimples. Perhaps it's a
natural formula, but you don't have any pharmaceutical or other
such scientific backing for the results you are claiming
(within FDA boundaries and with the appropriate disclaimers of
In such cases you simply admit that you are NOT a doctor or
scientist, just an ordinary person, then you PUSH (usually
through third-party testimonials) all the results your cream is
If you try to sell on your credibility it will not work. You'll
be surprised to know how easily readers can see through your
smoke screen. But if you're honest and upfront you'll be
surprised how your lack of credibility will be forgiven and
people will even root for you as the David who slays
Goliath--the big drug companies.
Speaking of the big drug companies, one of the most successful
positions you can take in a sales letter is the "us against
them" position. In this case you position yourself as the small
guy who is threatened by the big bully but this is your chance
to 'get back at them'.
(Headlines for these letters normally have in the words "What
____ don't want you to know." Where _____ is the authority
figure, the big bully guys.)
As a new copywriter you don't have years of experience or a lot
of work to show. Then instead just don't mention this but push
the results your copy is getting for your clients. If you
"hide" behind your clients and let them speak for you then you
have nothing to "prove".
Sometimes I write for clients in the internet marketing field
who are not "gurus" so I can't use that angle. They may even be
unknowns in the field. I'll then need to show overwhelming
PROOF that whatever they are claiming works. Usually this
involves screen shots of their bank accounts or online payment
And the ONE appeal that will always work--- LIFESTYLE!! Cars,
houses, vacations, .. the good life. That's what every prospect
is ultimately after.
Years ago I wrote a sales letter for a client who had his eye on
an expensive car he wanted to buy. I told him to go to the
dealers and take a picture next to the car and I'll use that as
a "lifestyle appeal" for the sales copy.
He bought the car AFTER the copy I wrote for him sold over
half-a-million dollars! So if you have the lifestyle proof to
prove that your product or system works, USE IT!