Don’t Exaggerate

For the last week I’ve been discussing the 13 big mistakes I often see when critiquing sales letters. To review where we left off see my blog posts below from last week. Below are the next two mistakes copywriters often make.

4. Exaggerated Claims.
Many copywriters and marketers think the more astonishing your claims are the more persuasive. This is a fallacy. If a claim is exaggerated, it seems and feels untrue. You thus lose that all-important credibility.

Tip: First you should dramatize your advertising claims with the help of short emotional words. Then prove each claim. Expert comments and testimonials can be a big help. Give a reason why.

In the headline from last week, the roofer is giving away a big screen TV because his crew usually doesn’t do anything in January and February and his suppliers are slow also. He explains that in the letter.

5. Confusing offer.
So many sales letters do not make a clear, easily understandable offer. The result is few or no orders. Reason? When consumers are confused, they don't act--they do nothing. Confusion always breeds inaction.

Tip: Think through your offer very carefully and write it down before you prepare a single word of your sales letter.