Take a minute and look at the picture below.

Now let me ask you a question:

If you needed teeth whitening, would you call?

Let’s pause and come back to that in a sec.

This was planted in the grass next to the road, en route to picking up my kid from school.  And each time I walked by I had to shake my head a little.  To be fair, I don’t know what kind of response this got.  But If I had to put my shekels on it, there were few, if any calls.

Ok, back to my question.

To call, or to walk on by?

What say you?

Seems a bit sketchy, don’t it?

For starters, it’s a low price from what I know of these sorts of procedures.  That in and of itself can inspire skepticism.  Something to think about when pricing yourself.  Next, it tells you nothing about WHO you are trusting with your precious pearly not-so-whites.

The fail?

Not leading with PROOF.

(a.k.a. Credibility.)

Gary Bencivenga, often referred to as The Greatest Living Copywriter says this:

“Join proof to your promise in your headline.”

In other words, give ‘em your qualifications up front.

Tooth whitening is often done in dentists’ offices.  Is this a dentist’s ad?  Who knows.  But if it is, simply adding the dentist’s name and logo would likely get a bump in response.  And while we’re on that subject, dentists, doctors, and chiropractors have got this down.  They give you their calling card before even their name.

It’s two little letters.

D and R.

Lot of marketing juice packed into that 7.6% of the alphabet.

Yet, so many businesses I encounter are guilty of skirting, hiding, or treating their best features like they belong in the fine print.

(There are reasons for that other than ignorance.  Topic for later.)

To combat this scourge, there’s a technique I use with my copywriting clients that I hardly see anyone else using.

And, to be honest, it’s a bit uncomfortable for some.

Yet this one simple “trick” (that takes less than 10 minutes) can work magic for your conversions if used correctly.

AND can prevent prospects from merely moseying on by your ad without giving it a second glance.

Unfortunately, I reserve such secrets for my clients.

And, you can’t hire me right now.

(All booked up for the next few months.)

But if you’d like, click the link below to instantly add your lovely self to The Muscle’s waiting list and be one of the first to be notified as soon as a spot opens up:

Click here to add your name to the list.

Until then…

When it comes to marketing and sales…

Remember:

Be thee not stingy with the tooting of thy own righteous horn.

Happy Proving,

Conor Kelly

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