You might have read a great sales letter and wondered why you thought it was so great.
I'm convinced it's because some understand the theories behind copywriting better than others.
I was reading some posts where people were talking about "proof".
You've gotta have proof they said. You wouldn't have bought x product if Mr. Big Shot wouldn't have gave proof that he had done 23 million in launches...
WSO's are loaded with proof someone said...
What's more important, proof or blah blah blah...
Doesn't seem like anyone understands the concept of "proof" in copywriting.
23 million in sales is not proof...it's a fact.
You should buy from us because we sold 3 million cars last year is not proof, it's a fact.
Our supplement has been approved by the FDA is not proof, it's a fact.
We can't give proof...we can only try to create it.
Only your customer can assign proof.
Me: My company did 243 million in sales last year so you should listen to me.
You: That doesn't prove I should listen to you.
Point - - My fact didn't equate to "proof" to you.
Too many of you are confusing facts with proof.
I own part of a major fashion line...let's say I'm a novice copywriter and decide I'm gonna use "proof" as most here do:
"We sold 2 billion dollars of jeans last year, the 3rd largest manufacturer of jeans". So what? I may have listed a fact but you may still decide to buy another brand. You didn't take my fact I offered as proof you should buy the brand.
Lets say we own part of a brewery:
"In a taste test, 9 out of 10 people picked our brand". So what? It could be a fact but you may still drink another brand because you didn't take our fact as proof you should drink our beer.
It's all about the customer. Our facts don't mean squat as proof in their eyes unless they assign the term "proof".
There are still people buying other jeans and other beer. We offered facts, but the customer didn't accept it as proof that our product would work best for them.
Proof is not facts.
If I were to do an ad that showed a good looking couple walking on the beach holding hands and smiling while wearing our brand of jeans...I'd be building proof. They might accept the premise of the ad as believing they'd be like the couple.
If I did an ad with a group of friends looking happy and drinking our beer...I'd be building proof. They might accept the ad as though they too could have friends to be happy with.
So...building proof is not just giving facts...it's more involved than that.
If proof were just facts...most WSO's would sell like gang busters. In reality, what most offer as "proof" isn't accepted by their potential customer as proof, which is the reason most sales letters are useless.
The facts we offer are just an effort at persuading our customer to accept what we've said as "proof".
There are lots of ways to build proof with the customer...just understand what "proof" really is.