If you’ve been reading this blog for a while, you know that I harp on one thing over and over:
The key to successful copywriting, business blogging and marketing in general is to focus intently on what’s in it for *them*.
Them, of course, refers to your readers, your prospects, your current clients and customers, and the giant mass of people out there who don’t yet know who you are and couldn’t care less.
In other words, you’ve got to offer as much unique value as possible.
If It’s Too Good to be True…
An unexpected corollary of offering unique value, though, is that people want to know what’s in it for you. It all comes down to the old cliché:
If it’s too good to be true, it probably is.
This is a classic example of having a great benefit that triggers an emotional acceptance response, but nonetheless needs to be backed up with a rational reason why.