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You read all kinds of articles telling you which power words and "triggers" to use in your sales copy. These words are assumed to be "magic bullets" that will immediately put your prospects in the mood to buy whatever youre selling. How could anyone fail to purchase your "amazing" product thats"proven" to "explode" their sales, especially when they can try it "free"? Do they work? Yes and no. We all know there are certain words and phrases that will get our attention and this, of course, is what we want to do with our ads. Before we can hope to sell anything to anyone we have to get our market to read what we have to say. These "magic bullets" do this.But theres one ingredient sales copy must have if its to be successful ~ it must be believable. You can fill your copy with all the "triggers" you want but if it doesnt ring true it will fail.Hype wont cut it . . . The climate on the Internet is one of skepticism. Why wouldnt it be? We all get bombarded with hundreds of ads every day. Each one claims to provide the best, "cant live without" product, program or service ever known to mankind. Each of them promises to solve our problems; make us wealthier, healthier, happier or wiser.Now lets get real here! Think about how you react to these messages. Most of the time youre thinking, "yeah, right", arent you? Why would your prospects be any different? How about a little honesty?Our mothers always told us, "Honesty is the best policy". Nowhere is that truer than in copywriting. It isnt enough to claim that your product is the best thing since sliced bread, you have to show proof that it is. And whats more, you have to include that proof right up front. Dont hide it way down in the body of your sales copy somewhere. Always fire your biggest guns first. If you write a headline that not only makes a claim but also provides proof of that claim, youve got a winning combination. Let me give you an example. Which of these headlines would you be more likely to respond to?"Sore Muscles Slowing You Down?"or"What Do Olympic Athletes Use for Sore Muscles?"In the second example, youve built immediate credibility for your product. If its used by people whose careers depend on them being in top form, wouldnt it solve your problem?Give them something they can believe . . . Everyone is searching for something or someone they can believe in. If your competition is trying to dazzle the market with hype and you offer a believable alternative that strikes a chord with your prospects, who will end up the winner?The next time you sit down to write sales copy, give it the litmus test . . . is your claim something you would believe or is it just another example of overblown hype? Provide your prospective customers with a solution they find believable and your sales will "explode" with "amazing results."

About the Author

Linda Offenheiser is the owner of Stress-Free Copy, acopywriting and editing service designed for small homebusinesses. Youll find the write words at the right prices. She also publishes a weekly free ezine, All the Write Stuff!, thats informative, friendly and fun! You can visit her at http://www.stress-freecopy.com or subscribe athttp://www.stress-freecopy.com/subscribe.htm