Several years ago, I had one of my sales letters reviewed for legal compliance by \u201cEmail Players\u201d subscriber Mike Young.<\/p>\n
It was quite the education, too.<\/p>\n
In fact, while I am certainly no expert on the subject, and I very well may be wrong\u2026 going by what he told me, it\u2019s rather astounding how many sales letters \u2014 even by so-called world class copywriters with legal departments reviewing their copy \u2014 look like gigantic “fed bait” targets to me now.<\/p>\n
Anyway, I quickly went to work fixing the compliance \u201choles\u201d in that ad.<\/p>\n
And, soon after that, I ran it.<\/p>\n
Then something interesting happened.<\/p>\n
Even though I thought for sure the changes I made to my sales letter to make it more compliant with claims, etc would have made its response significantly weaker\u2026 just the opposite happened.<\/p>\n
Response, engagement, and sales were way higher than expected.<\/p>\n
The quality of customer was way higher than expected.<\/p>\n
And my knowledge of copywriting soared higher than expected.<\/p>\n
The reason?<\/p>\n
The more compliant my sales copy, the more believable it is.<\/p>\n
The more believable it is, the more likely it\u2019ll sell the skeptics.<\/p>\n
And the more it sells the skeptics, the more sales I get \u2014 probably because skeptics are often a 2-5 x\u2019s bigger market segment than the hyper buyers attracted to the screaming claim & exclamation mark-ridden copy are. In fact, it was such a valuable experience I invested a pretty penny in having a bunch of my other various companies\u2019 sales letter analyzed a few months ago.<\/p>\n
A thought:<\/p>\n
It could be the greatest copywriting \u201chack\u201d is having it legally compliant\u2026<\/p>\n
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