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Dear Direct Response Letter Subscriber:
Recently, I got an email from MR that said:
"Bob, was looking at your website with services and had a question.
"If I may introduce you to 2 to 3 companies per week looking for high-performance copywriting, would you be open to a short call? (If you do not see results, we go into red.)"
Well, if you are a copywriter, would this email get your attention?
Or would you, like me, click "delete" without a second thought.
The main reason for the instant round-filing is simple: lack of credibility.
Her lack of credibility mainly stems from the fact that I have never heard of MR before.
I don't know who she is.
Or who she works with.
And I tend to listen to people who I know.
MR is someone whom I suspect of having "big hat, no cattle."
Meaning she talks a good game.
But as far as I know, she is all talk—no proof.
Okay.
Another example of weak credibility...
...is a recent email from LC, an "online marketing bro" which begins by saying he is having a sale on two of his "legendary" copywriting courses.
Well, my copywriting tip for LC is: If you say you are "legendary," people are immediately skeptical--and many are snickering and even laughing--because it is YOU saying it about YOU. Credibility is zero.
However, if someone ELSE is saying you are legendary...or great or brilliant...or a genius...or whatever, then it is more believable and less likely to trigger disbelief or scorn than if it is merely your own ego-driven, self-serving posturing, preening, puffing, and pontificating. Right?
For instance, at least once a month I read a promotion from someone saying they are "the #1" email copywriter/info marketer or whatever.
And my immediate reaction is: "Says who?" and the desire to ask her: "And you are?"
Copywriter AT says: "Arrogance repels. Humbleness rewards."
Branding strategist SK: "Maybe these legends need to enroll in martial arts for some lessons in humility. Or maybe just spar with the real legends in their space. That should install the requisite humility software."
Marketing advisor MK: "'Don't take it from us, here's what others are saying...' is always a better approach than self-aggrandizement."
And as for me, my advice to you is as follows:
#1—If this is how your pitches sound, change your game immediately; be less boastful and arrogant—and much more humble and honest.
#2—In your copy, establish your credibility right up front.
If you do not, your open rates, clicks, conversions, readership, engagement, and response will be anemic at best—and nonexistent at worst.
Fortunately, there are many ways to establish credibility.
Including publicity...third-party endorsements...track record...awards...professional memberships...certifications... education, training, degrees earned...and testimonials—to name just a few.
BTW, here are a few tips for getting and using good testimonials.
Regards,
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