Look up any copywriting course or newsletter and you’ll often discover a lot of tried-and-true advice, such as:
• Write about benefits, not features
• Include a direct call to action throughout your copy
• Pepper in solid user testimonials to help boost credibility
These are all great copywriting tips – but there’s often one that gets overlooked in the rush to focus only on the positive points of your product — its weaknesses.
What?! I Can’t Tell People About That!
The truth is – you can’t afford NOT to – because soon enough, they’ll find out anyway, and you’ve got one unhappy customer who tells a friend who tells a friend and spreads the word. There’s a certain way to go about it though, which can actually increase your sales, and that’s by pre-qualifying your visitors.