If you’re willing to do that, then you can pitch on a level competitors can’t, because they are simply unwilling to put that amount of faith into their work.

Promise the best possible result you can deliver, commit to working until the customer is satisfied, and guarantee their money back if it doesn’t work like you said.

If you like these tips, you can grab the whole set in ebook form at cultofcopy.com/copytipsbook.

What’s in it?

372 pages. 366 entries. Almost 35,000 words! But you can just read one day at a time, apply the advice, and write better copy!

I would go so far as to say that 3 iffy supporting statements provide more justification than one good one. The quantity is key. 3 is a magic number. A Goldilocks-appeasing measurement.

This makes your offer attractive in two ways, while most competing options will tend to only focus on the benefits the buyer can gain.

Your offer feels more robust and complete - just by highlighting these throwaways that you may think are obvious. Nothing “goes without saying” in copy.

The idea here is that we are giving an *additive* list of benefits, just as any standard offer would. But we are also giving them a *subtractive* list of negative things they no longer have to worry about.

If you like these tips, you can grab the whole set in ebook form at cultofcopy.com/copytipsbook.

What’s in it?

372 pages. 366 entries. Almost 35,000 words! But you can just read one day at a time, apply the advice, and write better copy!

It can be very effective to argue against inferior, complicated, problematic solutions rather than simply trying to sell a problem by itself.

The problem itself is bad enough, but having only undesirable needlessly difficult solutions can be worse - until coming across your offer, that is.

Too many sellers try to optimize for minor wording differences without finding the best overall angle and while you may make minor gains, they often don’t create big swings in conversion.

Sometimes they can - but it’s rarer than when you find an angle that clicks.

Once a distinct ANGLE has proven to be more attractive to a given traffic source, THEN it’s time to tweak it at the micro level and dial in that appeal.

If you like these tips, you can grab the whole set in ebook form at cultofcopy.com/copytipsbook.

What’s in it?

372 pages. 366 entries. Almost 35,000 words! But you can just read one day at a time, apply the advice, and write better copy!

Too many try too hard to sell the solution first, which requires you to explain why they need it AFTER you already started pitching on buying something.

If you do it the right way around, you aren’t offering them a bandage until they believe they are already cut and bleeding.

And as a bonus - you can show how your product or bonus or upsell can take them from being restored and ADVANCE them to where they would be if they hadn’t been disadvantaged. Help them make up for lost time and cover the ground they haven’t been able to even access before.

This lets us talk to them about how the problem’s current effects and damage are not the only thing they are suffering from. They have been held back and pushed down by this thing. They have missed out and been passed over and left behind.

It gives you something to attach your offer to, in a way they have already said is useful to them, and that they agree needs to be addressed soon.

Once they tell you that they have an obstacle, and they are committed to moving past it, all that’s left for you is to make the case of how your offer will help them with that obstacle.

And the illusion of an ongoing conversation with you becomes stronger and more influential - it feels like you speak to each other often, rather than just reading your text as symbols off the screen. It comes to life.