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Tag: evidence

Risk-Reversal’s Role Reversal

Post author By Michel Fortin
Post date January 30, 2012

shaking hands, handshake, hands — People seek guarantees and fear making bad decisions | Photo by geralt

The greater portion of my career has been in copywriting, selling, and direct marketing. And one of the common denominators I’ve found in any successful piece of sales copy is the power of risk reversal. That is, taking a larger risk from the sale than the purchaser of your product. Risk reversal is a powerful […]

Copywriting

How to Extract Doubt From Your Sales Copy

Post author By Michel Fortin
Post date June 23, 2009

A few years ago, something happened that provided incontrovertible proof of an infallible rule in copywriting. I knew it all along but never saw it proven to me in such a personal and direct way. The one element that can transform flimsy, “yeah-right” copy into a sales-inducing powerhouse, is proof. Besides poor targeting, lack of […]

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