- The owner as spokesperson. Think of that guy for Men’s Wearhouse. We believe in his company because he believes in his company and transfers his confidence to us: “You’re gonna like the way you look…I guarantee it!”
- An unaffected, natural style, tinged with vulnerability. Let them feel as if they know you. People aren’t just buying what you sell, they’re buying who you are.
- Genuine statements. There’s a big difference in saying something powerful and saying something POWERFULLY. Hype is dead…truth is what sells today.
- No time constraints. Here today…here tomorrow…here when you need us. This is a powerful message, no matter how you say it. People are looking for an expert they can trust.
- Statements indicating honesty. Never claim to be honest, just make the kind of statements only a person of real integrity would make. The public isn’t stupid. After awhile, these ads will be paying better than you can imagine.
- Statements indicating competency. Don’t use the word: “expert”. Just make the complicated easily understood and the customer will say: “Expert!” A fear of many people is they’ll make a wrong decision. Impress them with your honesty and expertise, and they’ll remember you forever.
Special thanks to Roy Williams, of The Wizard Academy, Austin TX