Here’s another video from master copywriter John Carlton. It’s #3 in his “Copywriting Checklist” series titled “Proving Credibility”
The point about “Proving Credibility” comes about halfway through and it’s quite subtle. It’s not the usual material about credentials and testimonials. It’s about how to present proof points and other elements of your proposition. John talks about presenting information in small chunks like “soundbites” and, in effect, building a ladder of proof.
Most of the rest of the video is about putting emotional impact into copy and salesletters. There’s a priceless moment 30 seconds into the video. Enjoy!