In part 1 of this 3 part series on writing effective marketing copy, I shared that “attention” is the first thing you’re aiming for when writing marketing copy.  That is, you want to grab the attention of your target reader and compel them to read further into your content.

In this article we’ll cover the next thing you want strive for, which is…

B = Believability

Regardless of what element of copy you’re working on, or where you intend to distribute it, there must be a certain level of believability in your words, or readers will simply dismiss you as a crackpot (or worse) and move on their merry way.

Does that mean you don’t want to make bold claims or statements?  No.  Or at least, not necessarily.

Does it mean you can’t challenge your readers’ currently held assumptions, biases, predispositions and unconscious beliefs?  Not at all.

You just have to do it in a way that allows them room for belief in the idea or concept you’re trying to get across.

“You can make a 6-figure income in 24 hours!” is unbelievable (unless you’re open to robbing a bank).

“You can make a 6-figure income in the next 6 months!” is, while far fetched, at least theoretically possible.  If you can go on to outline HOW you will help them do this… then you are back in the realm of believability.

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It’s a fine balance that has no hard and fast rules that you can follow when writing your content.  And it’s tough to analyze your own copy with a fresh perspective, since you’re already so close to everything and you know what you meant by what you said in the copy.

So I’d suggest that you get someone else to look at your copy before putting it out there.  Ask them specifically to highlight any phrases, statements or claims that do not resonate as believable to them.

When you do this, ask three different kinds of people to give you feedback:

  1. People who are IN the business you’re in (either an employee or colleague)
  2. People who represent your TARGET AUDIENCE and who could potentially be a customer or client
  3. People who DO NOT represent your target audience and who are otherwise dissociated with your business

Doing this will give you a well-rounded view of how your copy is being perceived by readers and will allow you to make the necessary adjustments before putting your marketing campaign out.

Got Something To Say?  Please leave your comments below and let me know what you think!


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