Gary Bencivenga's

“My golden rules for maxim-izing your response, revenue, and success as a copywriter, marketer, or entrepreneur.”

Maxim #10:
Prioritize Your Proof!

Dear Marketing Maven,

In our last issue on how to conduct your marketing and copywriting research, we focused on your product.

In this issue, we’ll focus on an equally important subject: your proof.

Problem is, most ads are strong on promise but weak on proof.

That’s a huge mistake because…

Nobody Buys without Belief

In your research, I strongly urge you to devote a large portion of your time to uncovering all possible proof elements that are appropriate for your product and market, including:

In my experience, the biggest cause of advertising failure is launching a product that people don’t want. But the second most-frequent cause is inadequate attention to marshaling your most powerful proof elements.

Stated another way, after being sure to launch products that people really want, strengthening your proof usually provides your most reliable way to increase response and create a breakthrough.

Even when at its strongest, your proof can’t always be expected to bring a prospect to complete belief and absence of any doubt. But it must inspire enough belief to create at least a credible hope that your promise may well prove true.

As you can see, the research I recommend takes time, but there’s no substitute for it. In your next Maxim, you’ll receive my favorite ways to research your market to be sure your ad will be on target.

In the meantime, always remember during your research phase…

Maxim #10:
Prioritize Your Proof!

Sincere wishes for a good life and (always!) higher response,

Gary Bencivenga Signature

Gary Bencivenga


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