What I learned after having a sales letter reviewed by a lawyer
Published: Sun, 01/31/21
It was quite the education, too.
In fact, while I am certainly no expert on the subject, and I very well may be wrong… going by what he told me, it’s rather astounding how many sales letters — even by so-called world class copywriters with legal departments reviewing their copy — look like gigantic "fed bait" targets to me now.
Anyway, I quickly went to work fixing the compliance “holes” in my ad.
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 claims, etc would have made its response significantly weaker… just the opposite happened.
Response, engagement, and sales were way higher than expected.
The quality of customer was way higher than expected.
And my knowledge of copywriting soared higher than expected.
The reason?
The more compliant my sales copy, the more believable it is.
The more believable it is, the more likely it’ll sell the skeptics.
And the more it sells the skeptics, the more sales I get — probably because skeptics are often a 2-5 x’s bigger market segment than the hyper buyers attracted to the screaming claim & exclamation mark-ridden copy are.
Here’s the reason I am telling you this:
On page 7 inside the February “Email Players” issue, I talk about what else I learned about keeping my copy more compliant, and exactly what I do to both soften my claims while also making the ad stronger overall at the same time.
Like I’ve been saying all week:
This issue goes deep into copywriting.
It ain't for the typical shallow-thinking copywriting bro haunting Twitter feeds.
It’s a lot of deep psycho analysis about how customers think, how to write to them, and how to do it in a way they are likely to enjoy reading & eagerly want to buy from your sales copy. Something them shallow-thinking copywriting bros will never understand or have the balls to apply out of sheer neediness, if no other reason.
But today is the deadline to subscribe in time to get this issue.
Time is not on your side, Pokey.
As soon as I send it to the printer, that’ll be it.
I will turn Email Players off in the cart for a couple weeks.
So if you want this, hit the jump immediately:
https://www.EmailPlayers.com
Ben Settle