There is no room in marketing copy for words like may, maybe, hope, wish, try, could and perhaps.
Why? Because words like that sell possibilities and people don’t buy possibilities.
It is therefore essential to ensure that your marketing copy is written affirmatively.
Whether it is a sales page, video script or on-line brochure, your potential customer needs to be informed of the benefits. They want to KNOW with CONFIDENCE and TRUST that your product or service is going to work for them. And it is your job as the copywriter to instill this confidence in them, to compel them to pull out their credit card and buy.
How do you compel them? Share the truth with them.
Lay it all out for your readers. Show them the proof, share your testimonials, anticipate and address their objections and most importantly, give them affirmative reasons to buy.
