Many years ago, I first had one of my sales letters reviewed for legal compliance.<\/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. Then something interesting happened. Even though I thought for sure the changes I made to my sales letter to make it more compliant with its claims 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 also way higher than expected.<\/p>\n
And my knowledge of copywriting soared higher than expected, too.<\/p>\n
The reason?<\/p>\n
My theory is three fold:<\/p>\n
1. The more compliant my sales copy, the more believable it is.<\/p>\n
2. The more believable it is, the more likely it\u2019ll sell the skeptics.<\/p>\n
3. And the more it sells the skeptics, the more sales from the higher quality customers I tend to get \u2014 probably because skeptics are often a 2-5 x\u2019s bigger market segment than the hyper buyers sitting around in their moo-moos drawing welfare each month that are 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, and am having even more done today. I probably have invested nearly $20k in these reviews over the last 6 years or so, and it\u2019s always worth every penny.<\/p>\n
It could be that one the greatest copywriting \u201chacks\u201d is having it legally compliant\u2026<\/p>\n
Something to think about.<\/p>\n
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