A couple weeks ago while lurking in an Internet marketing forum, I saw an ad selling a book on natural bodybuilding tactics used over 100 years ago, that was posted online for people to read and critique.
It was actually a pretty good ad (especially for someone just learning how to write copy). But since English is the author’s second language, he had trouble making his ad flow and sound unbroken.
Anyway, strange as it sounds, that’s where the real strength of his ad was.
In fact, I suggested he trumpet the fact English is his second language right up front, before saying anything else.
Why?
Because not only would it make his ad stick out from all the slick ads written by copywriters and marketers who have more experience than him — but it would actually help his response because he would sound like a regular person, and not a “copywriter.”
And so, in my response to him, I copied and pasted the opening paragraph of an ad similar to his (selling a body building product) that said:
“My name is Leo Costa. I’m a professional weight lifting trainer, strength developer and nationally known educator. I’m not a professional ad writer. But what I have to share with you is so extraordinary and so powerful, I decided to write you myself. So bear with me a little.”
And I suggested he simply modify the details and “essence” of his opening paragraph to match that one.
Not only would it make him (and his ad) sound more believable and personable…but it would also create an air of mystery (and credibility) to the product.
And you know what?
If you’re just starting out… or if you’re simply writing to a hyper-skeptical market (who are always on the lookout for hype and “BS”)… you should consider doing the same thing.
Why?
Because many times when you go out of your way to say you’re not an “advertising guy” or “copywriter” — even going so far as to include a few grammatical blunders and well-placed typos — you actually make yourself (and your claims) more believable and “real.”
Which makes it much easier for your readers to bond with you, trust you, and ultimately, buy from you.
