The CREDIBILITY Issue

How do you write copy for yourself or your client when you (or 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 course.)

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 getting.

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 system accounts.

And the ONE appeal that will always work— LIFESTYLE!! Cars, houses, vacations, .. the good life. That’s what every prospect is ultimately after.

Recently 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!

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