It’s worth noting that Gary Bencivenga’s Most effective Kept Marketing Secret

The other day, I was reading an ad written by legendary copywriter GaryBencivenga .

When something dawned on me:

I realized that on top the of hundreds of other reasons why Gary’s ads are so darn effective, there is one little thing that (in my opinion) makes him one of the most effective. This little “thing” rings true in every ad Gary ever wrote. It was what made him unique. And to this day it’s hard to locate another direct response copywriter that does this as well as Gary Bencivenga did.

What is this “thing”?

He was believable.

Every piece of as it turns out credible Gary ever wrote is copy.

It’s believable.

It’s real.

Which sounds basic enough, and like something every copywriter should do. Right? But the direct response ad you view, ask yourself if you believecontinuewhat the writer is saying. And if you don’t then why don’t you believe the copywriter?

In as it turns out most cases, I uncover that ads are too full of hype and hoopla. Theysalesycome across as . And whenever you… or I… or someone else gets hit with a hypey-claim, it turns us off.

We say, “Yeah right. In fact, Here we again go. In fact, Just another person trying to get into my wallet.”

Indeed, And that kills any chance the copywriter has of making the sale.

But not a Gary Bencivenga ad.

Gary’s stuff hardly ever contained any pumped-up claims… or exaggerated benefits… or moments in the copy when you’d say, “Yeah right.” And in my opinion, this is what makes Gary so good.

So what about your sales letter?

Or ? space adyour

Or even your user newsletter?

Are you making a bunch of hypey claims that youcan’t support with proof?

what are you telling a believable tale about Or your product can (and can’t) do?

Remember, there is nothing that adds to your appeal then when you admit acredibilityfault. Tell your reader why you are not perfect.

In fact, the ad I was readingtheby Gary Bencivenga did this near middle of the ad. And boy did it add much more tocredibilitywhat I was reading.

So there you have it.

reason why Gary BencivengaThewas such a great direct response ad writer.

And one last thing:

If you are serious about growing your small business, then what’s holding you go back? More than likelygoodall you need is one concept. But you you to be careful where have look for ideas. Because instantly days everybody and “their brother claims to be some kind of business expert”.

Soyourselfask this:

It’s worth noting that Who can you turn to for good ideas like what’s in this article?

I certainly have plenty of great ideas. But, our personalities may not jive as it turns out . In fact, if there is some “rub” between us then it’ll never work. won’tYoube from another perspective happy. And from another perspective neither.will I To see if we’re a good fit, stroll on over to my web page which you’ll uncover in the author in modern times box below.