Here’s the next in John Carlton’s “Copywriting Checklist” series, talking about the need for a “Huge Promise” in your copy.

There’s an interesting psychological point here.  You need to have a big promise but it needs to be believable to your audience.  And not just believable in the sense that it seems possible but that it must seem possible to your audience that they can achieve it.

For that reason, you need to judge carefully how big to make the promise.  There’s a famous example of an advertisement for sales people where the response increased when the potential money on offer was reduced.  Even though the potential earnings genuinely were much higher, the smaller amount was much more believable to the audience.

Enjoy the video!