Thread: Copywriting under restrictions?

Every copywriting course or book always states that putting specific facts and figures into any copy boosts the strength of the pitch.

But what if you're a newbie and haven't got these specific figures.

For example in a classified advert which says "I make £15,000-£20,000 a month".

Most of you know who writes that ad in the newspapers. The point is that he can write that because its actually true.

But what can a newbie do there to keep up the strength of his/her pitch but not use these sorts of figures (because they would not be true)?

Also the FTC are starting to require in-line disclaimer in sales pitches.

How would you go about putting these disclaimers into your sales pitch without reducing its strength?

Are there any books or courses out there which focus specifically on this?

Be honest in your sales pitches.
Personally I believe people who say that they make $2000 a month, compared to those who claim they make $10000 a month.
Any books or courses you read will give you different advice depending on the philosophy of the author. Never claim something you don't believe to be true.

My question?
Is your offer strong enough to promote without an earnings claim?

Thanks for those responses.

But what I'm really asking is...

How do you keep up the conversions without earnings/results claims?

Also

How do you copywrite negatives about your product without misleading but also keeping your conversions up?

With all due respect djb1234 what you're asking is kind of a crazy question.

As a pro copywriter I hear it all the time from people not proficient in sales but it's pretty easily answered.

Simple fact is... if you don't have the results and proof you're sales pitch and conversion is going to suffer and not do as well as someone who does.

Ask yourself... if your competition makes $20k a month compared to you who doesn't then why should the prospects buy from you? Obviously they're better off going with the guy making more money right?

Laurence mentioned believability - this is as crucial if not more so than the claim. You need to be able to prove what you're saying if you want high conversion but right now from the sounds of it you don't even have a claim of any strength.

If you don't make any money why should the prospect pay you for instruction instead of someone else who does?

Of course conversion will be higher if you can promise more and prove that in the copy.

Asking how you can get the same level of conversion with a weaker claim and no proof doesn't really make much sense.

If you don't have results then you're not going to get high conversion because your prospects won't believe you have anything to offer.

So you have 2 choices...

1) Get clever and find another way to be unique and give the customers a reason to buy from you (obviously your results or lack thereof are not one). Or...

2) Go and make some money with what you're trying to sell to others to get the proof you can use in the copy.

Right now you've kind of got things backward. You want higher conversions while not giving the prospect any reason you are a better choice to buy from. Doesn't make sense does it?

Hope that helps.

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Originally Posted by ninjastevo
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With all due respect djb1234 what you're asking is kind of a crazy question.

As a pro copywriter I hear it all the time from people not proficient in sales but it's pretty easily answered.

Simple fact is... if you don't have the results and proof you're sales pitch and conversion is going to suffer and not do as well as someone who does.

Ask yourself... if your competition makes $20k a month compared to you who doesn't then why should the prospects buy from you? Obviously they're better off going with the guy making more money right?

Laurence mentioned believability - this is as crucial if not more so than the claim. You need to be able to prove what you're saying if you want high conversion but right now from the sounds of it you don't even have a claim of any strength.

If you don't make any money why should the prospect pay you for instruction instead of someone else who does?

Of course conversion will be higher if you can promise more and prove that in the copy.

Asking how you can get the same level of conversion with a weaker claim and no proof doesn't really make much sense.

If you don't have results then you're not going to get high conversion because your prospects won't believe you have anything to offer.

So you have 2 choices...

1) Get clever and find another way to be unique and give the customers a reason to buy from you (obviously your results or lack thereof are not one). Or...

2) Go and make some money with what you're trying to sell to others to get the proof you can use in the copy.

Right now you've kind of got things backward. You want higher conversions while not giving the prospect any reason you are a better choice to buy from. Doesn't make sense does it?

Hope that helps.

Although I'm grateful for the response it doesn't really answer my question.

I am completely aware all you've said. And I can accept that conversions are never going to be as good as those with specific results.

What I asking is. Are there any copywriting books or courses which focus specifically on turning negatives into positives without being misleading?

The biggest problem with most copywriting courses out there is that they all assume you've already got an super successful business.

They suggest things like putting testimonials on websites to make sales. (you need to sell to get testimonials).

And something similar with results claims

There's always a bit of a chicken and egg situation faced by newbies.

I appreciate the chicken and egg analogy but from over 5 years of experience working with both 7-figure earners as well as newbies, I've seen it all and what I've mentioned already still applies.

I don't know of any books that focus on what you're asking specifically - if that's what you wanted to know (I didn't understand that from your previous questions) because the point you're making kind of comes BEFORE you write the copy. It's something the business owner should be dealing with at a strategy level.

But regardless what I said in my previous answer on points (1) and (2) is all there is to it.

It seems like you're making it sound like you can't make a sale unless you have results or testimonials which isn't true. Get clever and work out how you can make people buy from you until you have the results. Find a unique selling proposition that doesn't base itself on results - there's lots of other reasons you could focus on in your copy.

I don't know if you actually did it because you're saying you "already know" but if you haven't worked out why the prospect should shop with you over the other guys with results then that's what you're missing.

I've spent well over $100k on my copywriting education and it really is that simple.

Yes I do now realize that I wasn't very clear with my question.

With regards to the book/course question. I was really asking if there are books which show you how to put a positive spin on negatives.

Now that the FTC is starting to require In-line disclaimers in sales letters it is essential to know how to do this.

I can't remember which famous copywriter said that there is always a positive spin to a negative story.

Another thing to consider is not getting into any of the "make money" categories. At least not from the beginning. Use your skills in an unrelated niche where there is no need to prove income claims.

If you get your methods down really well and you are earning good money in whatever niche you choose, then you will not only have proven income to show, but you will also have a proven blueprint that you have followed that you can teac to others. At this point you will be better qualified to market to the "make money" crowd if you still even want to at that point.


Best of luck to you.

@ djb I agree with Stephen's comments about doing things backwards.
It sounds like you want to have all the knowledge and money without doing any work.
There are NO shortcuts.
You need to build a business by learning what you need to do. It doesn't sound like you even know what you really want to do. There are millions of ebooks and videos on different topics. But you can't work with any of them if you're trying to start your business from the top instead of the foundation.

I don't think my question has been fully understood.

Let me just explain my situation.

I do have a product and a website with a sales letter that I've written. (I'm frantically trying to get traffic but so far with no success, but that's a subject for a different section)

It has nothing to do with making money (I was just using that as an example).

I have thoroughly researched the market I'm in. (I know that has to be done when writing copy).

What I'm really looking to do now is tweak the sales letter for maximum conversions.

My first question regards the offer.

How do you make a great offer without results/earnings claims? Anyone have any examples?

My second questions regards the negatives of a product.

My product is health related. It is a legal requirement to state the limitations and potential risks (no matter how small) of use of the product. E.g.

"This product won't help everybody who uses it"

OR

"There is a small risk of injury from using this product"

Putting those statements in your copy (as they are) is likely to have a strong negative impact on conversions.

How would you go about re-wording them so that they don't have such a negative effect on your sales?

I don't think that they are crazy questions. But one's which most copywriting courses fail to address.

djb... it is kind of crazy to us because you say stuff like "it has nothing to do with making money" and then you ask "how do you make a great offer with result/earnings claims?" which points towards it having something to do with $$$ otherwise why would you need earnings claims. So it's just how you're communicating it that seems to be making this hard so take a step back and look at that side of things.

That said, to answer the question that is clear in terms of your example in the latter half of your post.

You've just got to be clever and flip these things around. There's no textbook on how to do it as far as I know - you're right there.

I work closely with Kevin and the Cambridge Business Academy team handling their high-end marketing strategy and copy and I'm always having to do this stuff even with them - 7-figure earners - because it's just kind of a gift of sorts... it's what naturally separates us top copywriters/persuaders from everyone else.

So just off the top of my head I'd suggest stuff like this (just as quick examples not having any specifics on the niche or product)...

"This product won't help everybody who uses it... there's rarely any "solution" in this world that does... but if you're willing to give it a good go there's a chance it could for you and isn't it at least worth the effort instead of suffering the way you normally do? (And don't forget you have no risk because you're backed up by my money-back guarantee so it's either successful or you don't pay a cent!)

Can you see what I'm doing there? Just saying it then flipping it all around with no definite statements but getting THEM to come to the conclusion it's worth a go.

That's the sort of thing you should be looking at. There's no rules here or anything... you gotta dig in and get clever about how to reframe the negative into the positive and that comes from looking at the situation and finding a way with intelligence - it's a real skill. That's why some are great marketers and others aren't.

I hope that helps. Not much else I can suggest with limited specifics but I think that's what you're asking for help with. Let me know.

Your answer to the second question was a very good one and what I was looking for.

Thankyou.

When I said "it has nothing to do with making money" I was refering to the product I'm personally selling.

When I asked about "results/earnings" I was refering to any product.

Results could mean anything e.g. how much money you'll make. How much weight you'll lose. How much muscle you'll gain. How Long it will take you to become confident.

Sorry that wasn't very clear in my last post.

Ok, good.

If you'd care to try it yourself and PM me some examples I will take a quick look for you and let you know if you're on track, now that we've got that all straightened out.

I appreciate it's one of the hardest parts about writing good copy and seeing as there's no references I can point you to I'm happy to give a few minutes of help around a busy schedule.

I know I am bumping an old thread, but the answers given here were not that adequate. It benefits the forum, as a whole, to give a different perspective.

There are books and programs which teach the technique Stephen emphasized and gave an example of in post #12. Also, there is a name to these techniques.

The example Stephen used was overcoming an objection. It is a skill that can be learned, but nonetheless is a skill. Some will be more proficient than others just as some are better singers... better poker players... better dancers... better mathematicians than others.

Being good at overcoming objections takes practice.

As to showcasing your authority and experience over a product or service when you are new to the game... a great strategy you can use is borrowing credibility.

Now, this can be directly done or implied. For instance, in my ghostwriting sales letter I align my skill and expertise in ghostwriting as that of a chef.

A chef does not just cook food... He prepares food... He takes pride in his work... His profession is a craft, and an art. Not just anyone can be a chef. And, not just anyone can craft a report which sells better than a $10,000 sales letter either.

So, to answer your initial question, DJB, you can present your offer and still gain the trust you seek... even if you are a newcomer to that market. You just borrow credibility in order to position yourself appropriately, and you gain desire for your product by overcoming the objections (whether it be unspoken objections or negatives which you must include because the FTC says so.)

As for books and courses... there are DOZENS out there. Just about every copywriting book I have read emphasizes these techniques, and every course or coaching program I have been involved in has drilled this information into everyone listening.

It just takes practice to become proficient at implementing them.

A great book I would recommend for you to read, DJB, is: Cashvertising.
Awesome book!

I guess the crux of this is what are you selling, first.

I work with this issue all the time, I won't argue my conversions may hurt as a result of this, but I know my customers have made their own mind up on how this will help their business, not a promise buy this and you make loads of money.

I absolutely stay away from selling snake oil, because of the niche I am in. I do believe showing earnings is snake oil. To much of this is BS.

If you are selling techniques, my personal opinion is your treading on thin ice using earnings to support your work. You also don't separate yourself from the pack. I always run the other way when I see some area being hit real hard.

The approach I work with is to let the potential customer make their own mind up. I take the approach of showing something other than earnings to backup my copy.

For instance I sell software, I take the approach of this is a must have tool here is what it will do for you.

I demonstrate how well it performs the job it is meant to do.

I know my tools make money but this is rarely my selling point.

Just because you have a hammer does not make you a carpenter, but if you have a hammer you can pound a nail.

I have seen an analogy used for a drill.

Users are not buying a drill they want a hole and this is my suggestion in getting around income proof.

The laws these days are clamping down on this type of copy and with so much dissatisfaction about lack of income is the major complaint among new IMers.

I came here because of the youtube video, I saw how the tool worked and the potential I saw nothing more. I don't even realize if any income statements were made, my mind is trained to ignore them or if this is the only selling point I run away.

More than likely its BS and reharsh in a different package.

Rise above using income statements too many people walk around with the attitude fake it till you make it.

This is my opinion and my list of rabid buyers prove it. Most on my list although very small know when they hear from me I have a honest something to solve a problem.

Here is an example of a testimonial I normally get from my list

Once again, Ed delivers.
He is one of the few people whose communications get flagged red in my inbox - he always brings the goods.

There are some real gems in this - actionable tips and tools for right now.

Thanks again

I hope I did not came across as self promoting this was not the intention, but I suffer with this daily and it is too tempting to fall in this trap.

Ed

You have to be really careful, particularly in the US

Even if you managed to achieve results the FTC rulings demand that claims should not only be true, they should be REPRESENTATIVE.

And sooner or later in the UK the ASA remit will be extended or replaced to web ads too, although right now suprisingly ASA doesnt cover web adv ertising.

Some big names are switching out of "make money" niches into software as a service niches to avoid such problems - I am thinking here of guys like Mike Filsaime. Changing from coaching gold diggers, to selling shovels and sieves, and I cant help but feel that the cold wind of legislation generally and FTC in particular has something to do with that strategic change, and the difficulty now of making claims and giving testimonials for them.

A LARGE PROPORTION of copy written on everything from reducing golf handicaps to making money would be unnaceptable under the new remit .

Also - the big name 15-20K - have you noticed the subtle change in his business to promoting non "money making" niches like weight loss? I have always though observing what other marketers DO is more instructive that listening to what they SAY....

Finally on the copywriting front as a pro copywriter too, I will not get involved with any "fake it till you make it" stories., even though a couple contact me every year. Proof and lots of it is what sells. It becomes apparent quickly if a claim can be backed with hard evidence, and if not - the claim lacks credibility so should not be used

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Originally Posted by MikeB
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You have to be really careful, particularly in the US

Even if you managed to achieve results the FTC rulings demand that claims should not only be true, they should be REPRESENTATIVE.

And sooner or later in the UK the ASA remit will be extended or replaced to web ads too, although right now suprisingly ASA doesnt cover web adv ertising.

Some big names are switching out of "make money" niches into software as a service niches to avoid such problems - I am thinking here of guys like Mike Filsaime. Changing from coaching gold diggers, to selling shovels and sieves, and I cant help but feel that FTC has something to do with that, and the difficulty now of making claims and giving testimonials for them.

Also - the big name 15-20K - have you noticed the subtle change in his business to promoting non "money making" niches like weight loss? I have always though observing what other marketers DO is more instructive that listening to what they SAY....

Finally on the copywriting front as a pro copywriter too, I will not get involved with any "fake it till you make it" stories., even though a couple contact me every year. Proof and lots of it is what sells. It becomes apparent quickly if a claim can be backed with hard evidence, and if not - the claim lacks credibility so should not be used

Great observations!

I didn't notice been too busy working on my own projects but you are correct in the shift.

Personally I never took this route out of principle, when I got into this business my goal has always been focused on how can I help others.

I think new people getting into this business would do well sticking to this. Even if its just being the middle person for a referral to information people are looking for. You can make a big difference to people looking for help.

Ed

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Originally Posted by Boomer
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Great observations!

I didn't notice been too busy working on my own projects but you are correct in the shift.

Personally I never took this route out of principle, when I got into this business my goal has always been focused on how can I help others.

I think new people getting into this business would do well sticking to this. Even if its just being the middle person for a referral to information people are looking for. You can make a big difference to people looking for help.

Ed

I spend a lot of my life helping others...it really disappoints me how I put effort into doing the tech stuff for people, and trhey dont follow with action.
Seems to me success barriers are not about technology for many people - they just use that as an excuse - it is about getting on with it. Certainly the "what they get for free they dont value" has truth, so I am doing less for people. Want a laugh? here is a website I set up for a struggling business for nothing!
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I dont even like frogs!

On the copy front though. A later edit I made on my post did not come through:

A LOT of copy if not most, in standard swipe files would not pass the present FTC smell test.

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Originally Posted by MikeB
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I spend a lot of my life helping others...it really disappoints me how I put effort into doing the tech stuff for people, and trhey dont follow with action.
Seems to me success barriers are not about technology for many people - they just use that as an excuse - it is about getting on with it. Certainly the "what they get for free they dont value" has truth, so I am doing less for people. Want a laugh? here is a website I set up for a struggling business for nothing!
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I dont even like frogs!

On the copy front though. A later edit I made on my post did not come through:

A LOT of copy if not most, in standard swipe files would not pass the present FTC smell test.

Just Brilliant!!

So true on many fronts with getting people to do something and use a little bit of gray matter they were born with.

Ed