Copywriting for Skeptics: Persuasion Without Hype
Specificity, proof, and restraint, the levers that move sophisticated buyers.
Sophisticated buyers have read every superlative already. What they have not read is a precise, verifiable claim with the limitations stated plainly.
01Specificity outperforms intensity
'Reduced onboarding from eleven days to three' does work that 'dramatically faster onboarding' cannot. Numbers imply measurement, and measurement implies competence.
02State the limitation
Naming who the product is not for raises credibility for everyone else and filters unqualified enquiries before they consume sales time.
03Proof placement
Put evidence immediately next to the claim it supports. Testimonials collected on a separate page persuade far less than one relevant quote beside the relevant promise.
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