If you'd like to inject a powerful psychological element into your next sale letter that can literally quadruple the impact of your claims, then this'll be one of the most important articles you ever read.

Here's why:

One little-talked about way to illustrate the quality and effectiveness of your product or service is to talk about how it works so well...people may have to take some kind of precaution using it.

In other words, it's not simply a matter of if your product works, but that it works so well you have to be careful using it.

Let me give you a couple real-life examples of what I'm talking about:

As one of only a small handful of people on the entire planet who teaches this street-fighting system, I have an ethical duty to tell you these techniques are truly brutal and dangerous. In many cases…

They Can Even Be Lethal!

In fact, you can easily cripple or even kill someone…if you don't know how and when to restrain yourself.

See what I mean?

The way this copy is written, it's not a question of IF these fighting tactics work, instead your concern should be about losing control and doing too much damage. Changes the entire complexion of the pitch, doesn't it?

Here's another good one:

"In fact, this is one of those things Art gets nervous telling people about. Not because it's crooked or illegal. But because it's a tactic for getting money that works so well -- where the money comes in so fast and easy -- that people who don't know how to handle a lot of money coming in rapidly, tend to get in trouble. Just like when someone who can't handle money wins the lottery -- and ends up losing everything -- because they can't deal with it."

Anyway, these are just a couple examples of how to use what I call "precaution copy" to psychologically enforce the effectiveness of your product and claims. Try using it in your next ad and see if response doesn't improve. I think you'll be pleasantly surprised.

 Previous      Next