The Copywriter's Crucible

People want massive change

Promises are like balloons.

You’ve got to blow them up until they’re about to POP.

Because here’s the thing…

Your reader craves MASSIVE change.

They’re hungry for life transforming results…

Not mild improvements. 

So, blow up your promises as big as they’ll go.


And this is a big but…

You can only make promises your proof backs up. 

Solid, irrefutable proof is what makes your promises believable. 

Because if your promise outstrips your proof…

You’ll break the “chain of logic”… 

And your whole sales argument falls apart like a cheap suit.

So, what do you do if you’re short on proof? 

You could deflate your promises a bit. 

Or “Raise the stakes”.

I’ll share more on that in tomorrow’s post.

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