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.<\/p>\n
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.<\/p>\n
Anyway, strange as it sounds, that’s where the real strength of his ad was.<\/p>\n
In fact, I suggested he trumpet<\/u> the fact English is his second language right up front, before saying anything else.<\/p>\n
Why?<\/p>\n
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<\/u> his response because he would sound like a regular person, and not a “copywriter.”<\/p>\n
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:<\/p>\n
“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.”<\/strong><\/p><\/blockquote>\n
And I suggested he simply modify the details and “essence” of his opening paragraph to match that one.<\/p>\n
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.<\/p>\n
And you know what?<\/p>\n
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.<\/p>\n
Why?<\/p>\n
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.”<\/p>\n
Which makes it much easier for your readers to bond with you, trust you, and ultimately, buy from you.<\/p>\n","protected":false},"excerpt":{"rendered":"
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