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 Establish Credibility In Your Copy
Here is the single most important story you have ever read concerning direct mail. It tells all. It knows all. It is bigger, better, and more complete than any other story ever written. In fact, it is so strong and powerful that it actually makes every other story, textbook, and expert in the field seem insignificant, superfluous, immaterial, and inconsequential.
Sound a bit overstated? It is, but it helps make a point. Credibility is always important, but with direct mail copy, it is really important.
There are many ways to encourage reader acceptance of what your copy promises.
Start by adopting a tone that suggests credibility. Try using subdued language. This means minimizing the number of adjectives and adverbs. It means staying away from sensational, spectacular, captivating, and mesmerizing superlatives (there we go again!). Empty language draws attention away from the product itself, which can negatively affect credibility. Instead, use more nouns and
verbs which allow your reader to get straight to the point and to the heart of your offer.
Avoid generalization. The more you explain in factual, documentable detail, the more reliability and believability your offer seems to have.
Quantify whenever and wherever possible. In other words, use as much precision in your offer as you can. Do not say "millions" when you can say 2.39 million. Do not say "hundreds" when you can say 1,295. Do not say "dozens" when you can say 128.
Additionally, be sure to use the magical words "you" and "your" as much as possible. More than anything else, these words link the reader to you and make him feel like you are talking to him, not above him.
Finally, use emotional appeals instead of logical arguments. You can build a strong, logical case for just about anything. However, that does not replace being able to look your prospect in the eye and tell him honestly and candidly that you have a good product, one that works, is fairly priced, and one from which he will really benefit.
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