In direct response copywriting, it’s sometimes a good tactic to admit to a small (and fairly trivial) flaw in the product on offer.
Two reasons for this…
1. Most people know that very rarely is something “perfect”. By admitting to a small flaw you come across as more believable and increase the trust level with the prospective client.
2. You’ll most likely reduce refund rates, without reducing the original level of response.
Now, there is another situation where it’s pretty much essential to own up to a flaw…
..in fact you even want to highlight it.
And that, of course, is where…