Copywriters Podcast

Two of the most confrontive words in a conversation are “Prove It!” Nobody really likes to be challenged about how true what they are saying. But when it comes to writing copy in the real world, you have to expect that prospects WON’T believe you. In fact, the more they like a claim you make, the more skeptical they will be. Why? Because of human nature. And also, because they’ve been disappointed before. You can almost imagine them in a cover band, screaming at you, “We won’t be fooled again!” Now, there is a proven strategy to overcome this doubt and replace it with confidence. And that strategy, of course, is simply to include proof of what you say in your copy. But many copywriters don’t use proof well… or they don’t use enough of it… or, even worse, they don’t use proof at all. Big mistake. Today we’re going to take some big steps on the road to recovery. Section 1: The Psychology of Proof focuses on matching proof types to where your customers are in their buying journey. The big takeaway