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Are You Saying It With Credibility?
Credibility is a key issue when it come to advertising. If your ad is not credible then you have a slim chance of making the sale.
Destroyers of credibility:
To much hype:
Make 50,000 in two months guaranteed!
Amazing new success formula can make you a millionaire
Sit back relax and watch the checks come in
You can have a condo in the Caribbean in just 2 months
We do all the work all you do is cash the checks
These types of headlines are hype. Sure it would be nice IF they were true, but how do you feel when you read something like this? Does it make you want to jump right in and sign up for their program, or does it make you cautious and want to run the other way?
Big Promises you can't back up.
A big promise you can back up is a good selling tool, you just have to make it believable. Lets take one of the above examples:
Make 50,000 in two months guaranteed!
Can this be done? Sure, why not. In two months, sure, maybe less. But they are probably talking about two months of sales after you've already setup the entire business and are achieving daily success. Then , this can easily be done because that would be entail earning just $6250 in sales per week. So wouldn't this ad be more realistic:
Once we set you up you can easily make $6250 of sales per week.
Which sounds more realistic to you? If you were looking for a new business opportunity, which ad would you respond to?
Let's look at another example:
Sit back, relax and watch the checks come in
Does this sound realistic?
Instead, how about:
Proven business franchise! 76% automated, all you need to do is: set up, advertise, deliver the products, and then watch the checks come in!
The point of these examples is that it is right to arouse emotions in your prospect, but your claims have to be believable or the ad will sound like a scam. Consumers are intelligent, so treat them that way. Let them know what they are getting and focus on benefits rather than hype.
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