Direct Response Copy Tip of the Week: Warning! How Exaggerations Can Damage Response

Direct Response Copy Tip of the Week: Warning! How Exaggerations Can Damage Response

Most of you know what an exaggerated claim sounds like. And I’m sure as soon as you hear or read one, you tend to tune out.

However, even though most marketers appreciate realism, unfortunately they don’t always offer it in their advertising.

Why realism generates response

That’s why it’s important you always make sure your copy is realistic. Prospects respect probability, but will reject improbability.

This doesn’t mean you can’t enthusiastically list the benefits of your product or service. But if your claim sounds too good to be true, you should use modifiers, words like “could” or “might,” in order to soften a statement that might be perceived by your prospect as an exaggeration.

The small word that can make a big difference

For example, how many times have you seen a product or service that promises something you know is impossible, such as a pill that helps with weight loss. If the ad reads: “You will lose 30 pounds in a month,” you might not believe it. On the other hand, if it reads, “You could lose 30 pounds in a month,” then you might consider responding.

Just remember, as a marketer you can make your product or service sound like the best thing in the world, but if your prospect doesn’t believe you, then you’ll have a hard time getting anyone to respond.

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