Is One Better Than The Other?

Note:?This one is longer than the usual emails. Buckle up!?

The Stealth Letters mostly cover strategic approach to copy, not the technical stuff.?

Things like A/B testing ideas instead of CTA buttons, segmenting audience based on how much they know instead of busting head with design colours etc.?

This is a deliberate approach because the newsletter isn’t for new comers. It’s meant for founders, marketers, and copywriters who have a fair amount of experience in their niche but are stuck with outdated marketing and copy tactics.?

You get the idea…

But here’s something you should know about me…?

Before I scaled pass 6-figures writing and “thinking” direct response copy for SaaS brands… My career was just like most?copy-cubs?you see out there..?

“Cute but without a slightest clue of what’s happening around them…”

I used to think free YouTube videos, frameworks, templates, and stealing like an artist is all you need to make it as a copywriter.?

Boy, was I wrong…?

I would still be in massive debt and broke if I kept on thinking like that…(That’s a story for another email…)

My point is…

Most of us stay average copywriters because we fail to grow from a technician to a strategist.?

The longer we focus on technical stuff like frameworks, finding the perfect words, templates, stealing like artists…

… the dumber we get.?

It lowers our IQ. Or it least it doesn’t help your IQ either. There, I said it.?

That’s the only reason marketers and copywriters do not make it to the A-list.?

So if you are a copywriter or a marketer who doesn’t mind getting their hands dirty…start messing around with the good stuff.?

Focus on strategy… don’t worry about the words or templates. They will rally around your big ideas.?

Read the stuff of legends… The Dip, Five Steps To Creating an Idea, long form promos etc.?

I wanted to get it out there before today’s topic so you don’t get the wrong impression of this newsletter being a basic How To kind.?

Because today’s topic is technical, not strategic.?

I’ll sprinkle some technical stuff every now and then because I can’t resist the urge.?

As I said… Spent too much time as technician copywriter. Instincts, if you will…

Enough babbling….Let’s get to today’s copy technique…

—————————-

One of the important distinctions between a average and a great copy is the right use of Claim and Promise?

Most copy that we see on a daily basis is all full of hype and claims.

In today’s newsletter we will try to differentiate between a claim?and a promise in copywriting and Try?to see with examples the best way to use both of them.

A Claim?is a statement about your product or service for example a claim could be; our shampoo contains natural ingredients that nourish your hair.

A Promise?is a statement that assures your audience of what they will get or experience after they have used your product or service.

For example; you’ll love how strong and shiny your hair looks after using our shampoo.

(Cheesy example, I know. But you get the point).

Both a claim and a promise have their own place in a piece of copy.

A promise takes the shape of a Headline or Lead. While, claim supports your promise, meaning the claim will almost always follow the promise.

Take the above examples…Promise; Get strong and shiny hair with XYZ shampoo. Followed by the claim; It contains natural ingredients specific for split ends.

Average copy fails to differentiate between a promise and a claim or it doesn’t care what sequence they follow in copy.?

But here’s a humble reminder…Stealth Writing doesn’t ignore the importance of a good claim.?Both the promise and the claim have their own place in direct response.?

A copy without a promise does not engage your audience on an emotional level.

And a copy without a claim sounds “too good to be true”. So, it might struggle to sell.?

Balancing both is an art.?

Let hear your thoughts on the effective use of promises and claims in direct response copy.?

And if you like this newsletter please share so that others can take part in this exercise.?

Until next time…

Cheers

Muddassir