Episode 32: How to Verbally Prove That Your Product or Service Does What it Claims

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On this episode, we’ll be spending some time of the fifth technique of breakthrough copy – Mechanization. As we have been discussing recently, persuasive copy exists in two different places. Part of it is the words on the page, but the most crucial part of the copy takes place in your prospect’s head. This is the series of reactions that your copy elicits in their minds and emotions.

Your copy is feeding your audience ideas, images, and emotions in a very strategic pattern, and they, in turn, are feeding back reactions to those ideas, images, and emotions. Your prospect has a demand for mechanization, or simply “how does it work?” We’ll be discussing how mechanization is used effectively to provide powerful proof of your claims.

We’ll also be discussing the power of personalized handwritten letters in today’s tech world, by sharing some examples of how a personalized touch such as a simple card or letter can win over your prospects. In fact, sending handwritten letters to business leaders & executives helped create a billion-dollar tech firm. You can read about it here.

Featured Beer

Our beer this episode is the New Belgium 1554 dark ale. The taste is a little light for a dark beer. It offers a hint of roasted malt flavor with a slightly dry finish. An ordinary, but not remarkable beer in our opinion.