| Not long ago I was reading a short interview AWAI | | | | Even the chief self-defense instructor of the New |
| did with master copywriter Jim Rutz. | | | | York City Police Department - who's a life-long |
| And in that interview he said something extremely | | | | student of dozens of different martial arts styles - |
| interesting about testimonials. | | | | says he uses this system. |
| He said while it's great to have testimonials, the | | | | See how that works? |
| reality is almost nobody reads every testimonial in | | | | You simply reference those great testimonials in the |
| your ads word-for-word. | | | | ad itself. |
| Which means, if you have really great performance | | | | That way, even if someone skips reading your |
| and "celebrity" testimonials...the kind that do wonders | | | | testimonials word-for-word, you still harness the |
| for your credibility and make it easier for people to | | | | credibility from having those people endorse your |
| believe what you're saying...then you're probably not | | | | product. |
| getting the best "bang for your buck" out of them. | | | | And you can do the same thing with any "celebrity" |
| Take, for example, an ad I once worked on for a | | | | or "authority" testimonials you have. |
| martial arts home study course. | | | | Don't just let them linger in a sea of other |
| There are testimonials from a bouncer, a security | | | | testimonials where they will usually, at best, get |
| guard, a policeman, soldiers in Iraq and the chief self | | | | glanced at. |
| defense instructor of the New York City Police | | | | Reference and even expand them right in your copy. |
| Department. | | | | Tell your readers how the mayor of your town eats |
| All of them extremely powerful credibility boosters. | | | | at your restaurant...Or that your local high-school's |
| Yet all of them practically useless if nobody reads | | | | star athlete takes your vitamins every day...Or about |
| them. | | | | how that world champion cat breeder feeds his own |
| So what did we do about that? | | | | cats your cat food, etc. |
| We simply worked the fact these people use the | | | | For the ultimate impact, do this right before or after |
| product in the copy itself. | | | | the most outrageous claim in your ad. |
| Like this: | | | | That way you will add a big fat layer of credibility to |
| That's why people who deal with violent criminals and | | | | that claim and make it 100% believable. |
| other "whack jobs" on a daily basis - like bouncers, | | | | Anyway, give it a shot and see what happens. |
| security guards, inner-city cops and military soldiers in | | | | I think you'll find your copy becomes more believable, |
| Iraq - use this exact same system I'm sending you. | | | | more effective and more profitable. |