Bob Bly Direct Response Copywriter Official Banner

“Unbelievable truth” often fails in sales copy

August 21st, 2018 by Bob Bly

Recently I got an email about FN, a successful marketing
consultant.

In it, FN tells the reader: “I bill out at $2750 an hour. So in a
40-hour week, I gross $110,000 in fees.”

Although I know FN casually, and believe him to be ethical, his
claim of six-figure weekly earnings as a consultant caused me to
raise a skeptical eyebrow.

So I did the math.

If FN works 40 hours a week, well, I don’t know any consultant
who will every hour he is in the office.

For many consultants, billable hours comprise only 50% to 60% of
the time they put in.

The other hours are spent on what is known as “administrivia.”

It’s a catchall term for routine tasks such as reading emails,
handling paperwork, dealing with staff and vendors, paying taxes,
putting out fires — most of which they don’t get paid for.

Also, if FN works 50 weeks a year as a consultant, at $110,000 a
week, he makes $5.5 million a year — a claim that raised my
skeptical eyebrow higher while sending my B.S. alarm into red alert.

No doubt FN or his copywriter intend for these facts about his
achievements to build credibility.

But this type of outrageous marketing often repels prospects who
might otherwise buy — for two reasons.

First, the claims are so beyond what most readers have ever
achieved, they reject it as false.

Second, many prospects are turned off by brag-and-boast marketing
… when means you should think twice about doing it, even if all
you say is true.

One technique to soften the boast and make readers more accepting
of it is to use this phrase from Joe Karbo’s ad: “I tell you this
not to brag, but…”

Another is for the superstar to remind the readers that he too
came from a more humble start. Example: Joe Vitale writes about
once being homeless.

Bottom line: Even if your incredible claims of wealth and success
beyond compare are true, you should perhaps tone them down a tad
to avoid making the reader skeptical.

Of course, I may be wrong about this. I often am.

Share

This entry was posted on Tuesday, August 21st, 2018 at 8:52 am and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

11 responses about ““Unbelievable truth” often fails in sales copy”

  1. PSC Routine 2018 said:

    Hello Please check Unbelievable truth” often fails in sales copy is it possible : PSC Suggestion 2018 Check

  2. run 3 said:

    Great article. I would love to read your post. Hope you have more posts.

  3. Redbox TV App For Android said:

    this is a amazing post you shared here

  4. nis said:

    good article

  5. GH said:

    Informative article and I really like reading these kinds of article. The topic here shared is really good and the way of presentation also make much easy for everyone to understand easily. Continue sharing more informative topics. google chrome keeps freezing

  6. Hard Work said:

    Here you have shared such a nice post and which will let you knowledge about find clipboard in windows 10 so if you are having same problems so make use of it.

  7. novel updates said:

    wow! These look perfect!! this is truly an amazing article

  8. phamyen said:

    Thank you for such a sweet tutorial – all this time later, I’ve found it and love the end result. I appreciate the time you spent sharing your skills.
    1024×768 Wallpapers

  9. Bob said:

    Interesting article and I agree with you, especially the last paragraph. It’s hard to tell sometimes what is fluff and what is real, and other times it’s blatantly obvious.
    Bob at Retaining Walls Atlanta

  10. Jos said:

    Great share with us.
    I appreciate the time you spent sharing your skills.
    Regards, redbox tv

  11. Amenda said:

    such an amazing post to share which is very knowledgeable and which is existing learning is better but if you turn around and see assignment writing services Canada these things get too far from you.

Leave a Reply