Copywriting When Your Offer Sounds Too Good To Be True

Copywriters face a special challenge when you offer a "knock you socks off" benefit. Readers will notice the promise and tell themselves, "I don't believe it." They click away to another website.

Recently I saw a notice promising "free web hosting without ads." And I dismissed the promise as yet another "too good to be true." I was reminded of all those diet plans that promise you can eat all the chocolate and french fries you want (and still lose weight).

But suppose you really can deliver a product or service that's truly unique. In the free web hosting example, maybe customers automatically receive an ezine filled with hard-hitting ads. The hosting company could sell space in their ezine or they could run their own adsense or affiliate ads. Now the business model makes sense and customers will believe the promise - if you tell them.

So if you have a "too good to be true" offer:

(1) Promise only what you really deliver. That means no surprises and no hidden fees, charges or conditions.

Suppose that web hosting company doesn't charge hosting fees or show ads on your website. But instead you have to join a club with monthly dues of $40. Or you buy their design services, whether you need them or not. Or they charge a set-up fee.

In any of these cases, their offer would not be genuine. As a copywriter, I would have to make sure customers really knew what they were buying.

Sounds far-fetched? I've seen dozens of "free stuff" offers from big name marketers. When I say yes, I'm directed to an order form to pay shipping charges. Usually they're modest -- just a few bucks because the marketer wants to capture your name and physical address.

But once I saw a terrific offer to get a product for $20... if I'd pay a $40 shipping fee to get 6 CDs and a notebook. The actual shipping costs less than $10 and packaging maybe another $2. This offer comes dangerously close to being deceptive.

(2) Design a website that absolutely screams credibility. Use colors, words and layout to communicate sincerity and commitment.

You don't have to spend big bucks on design. Most of the top marketers spend very little. In fact, a simple design with easy navigation and magnetic copy will encourage visitors to trust and buy from you.

(3) Include testimonials with full names and URLs of satisfied customers and clients. If your clients don't have websites, use their cities and (ideally) tell readers their occupations.

You have to convince readers that these testimonials came from real people. These days, "Mary S from Chicago" will actually cost more credibility than no testimonial at all.

(4) Defuse the hype. Include a line like, "Here's how we are able to make this offer." You may have a system, ingredient or business model that allows you to offer special value.

Ideally, you will translate your unique quality into a benefit. For example, a client says, "Most consultants require 4 visits to analyze your system. We need just 1 on-site visit. The copy will read:

"With 20 years of experience in this specialty, we have developed a 3-step system that allow us to analyze your system with just one on-site visit. You benefit because you can continue your business without interruptions. Your increase in productivity will more than justify your entire investment in our services." systems that create savings in time and money. Therefore, we can offer solution that deliver higher return for your investment."

(5) Use a news type headline instead of a claim or "struggle" headline. So instead of "Get a free web host without advertising," you could say, "New 3-in-one program delivers free web hosting without ads." The sub-headings will assure readers, "No hidden charges or cancellation fees."