Promise + Proof = Profits
How can you get a Nobel Prize Winner to endorse your product or service?
Believe it or not, it can be really quite simple.
And one of the best places to take a cue from is top flight direct response companies who know the importance of pairing promise and proof.
So with that in mind, I’ll swipe Ken McCarthy’s equation: Traffic + Conversion = Profits for:
Promise + Proof = Profits
See, without superb proof mechanisms, the loud promises just get drowned out. Amazingly, most marketers never catch on to this fact. And that’s good news for us!
Look at the above headline for the colon cleansing product, Flora Source.
It reads:
“Doctor who won a Nobel Prize accidentally discovers a miraculous, medically proven-remedy that helps your digestive system work like a dream. Doctors recommend it”
At first sight, you’d think the white-jacketed man is the Nobel Laureate promoting this miracle product, yet he’s just the advertiser’s “house doctor.” Actually, the Nobel Winner referred to in the headline did his award winning work on phagocytosis over 100 years ago.
Though that’s clear to an observant reader after a moment or so, the one-two combination of the strong first impression and abundant proof are unbeatable here…and they’re responsible for moving a lot of product. (You can download the 2 MG magalog cover in PDF if you’d like.)
What’s exciting is there’s no reason you can’t use such “proof plays” in your own advertising.
It can be as simple as asking yourself the following questions.
- What person or which publication is the ultimate authority related to the market I’m in or to the product I’m selling?
- How can I draw a connection to myself or my product/s?
I observed the stunning power of this for the first time, during a headline split-run test I ran five years ago.
A) “If you’ve got 7 minutes, then I can show you how to earn a second income helping 1-in-8 people nationwide reclaim their lost assets”
Now here’s the modification that shot sales nearly three times higher. Nothing else was changed in the ad besides the addition of the sub-headline.
B) “If you’ve got 7 minutes, then I can show you how to earn a second income helping 1-in-8 people nationwide reclaim their lost assets”
“Whether it is pirate’s treasure found on a beach vacation, or a long-lost $20 in the living room couch, everyone dreams of hitting the jackpot…last year, the states held $22.8 billion in unclaimed assets.” (The Wall Street Journal, Feb. 17, 2004)
Just as borrowing the credibility of the Nobel Winner ramped up supplement sales for Nutri-Health, the reputation of the “Wall Street Journal” silently accounted for a 300% response boost. The net result is these implied endorsements, when correctly crafted, can trigger an avalanche of sales
Caveat emptor: Latin for watch your backside.
Never cross the line of insinuating that a third party is endorsing you or your specific product when they are not. Example: if “The Financial Times” were to publish an article identifying nanotechnology as the most promising industry of the next decade, a newsletter publisher specializing in nanotech stocks would be foolish not to trumpet this fact. But if the publisher suggested for a moment that the FT had endorsed their newsletter, when they did not, they could count on being sued back into the Stone Age.
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Comments on Promise + Proof = Profits
Another great article, thanks Lawrence.
I just need to figure out how I can apply it to the up and coming launch of my site, Keep up the great work, very quickly becoming a fan.
I can vouch for this strategy. I used Tony Blair’s (the last British Prime Minister) picture in a direct mail lead generator. I placed his picture next to the headline and promised people a free report on how to make a bundle from the u-turn in government housing policy. Response from the control shot up from 5.5% to over 18%. I now use this technique on all my lead generators for financial products and rarely get below 10%.
Hey Carl and Jeremy,
Thanks for checking in.
Carl, that same strategy you’re effectively employing on the other side of the pond is exploding over here right now using Obama’s image to sell info on free government money and grants. I’ll post something on this when I get back form Chicago.
Later,
Lawrence
This Proof + Promise is the number one thing I’ve learned from the World’s Greatest Copywriter (Bencivenga) and I strive to use it in EVERYTHING I do now.
Great post Lawrence!
– Caleb
Re: Obama’s image –
Affiliates promoting free government money alongside Obama’s image have been getting warning letters from the networks for a few weeks now. So, there’s your caveat emptor. Also, witness the growing scandal with Acai and the “dieting mom” blogs. People are getting very sloppy with this approach.
Good article though.
Hi Liam,
I noticed the image of Obama who’s supposed to be holding a check in front of his face has a Caucasian female’s hands. Sloppy through and through.
As for the dieting blogs, amateurs will milk it to death if it works. They haven’t experienced the fear of an FDA action letter yet.
As you alluded to, concocted comments and stories, as well as making medical claims, will get many of them shut down.
Ciao for now,
Lawrence
Thanks for the update on this Liam, Even the thought of receiving a letter from the government sends a shiver down my spine.
“People are getting very sloppy with this approach.”
Sloppy is a very generous word. Outright fraud is more like it.
Remember, you have as close to nothing to fear as possible if you work on the up and up, don’t lie, and don’t concoct anything. Notice I didn’t say “nothing.” The government is not your friend. Don’t forget that, either.
Even if that means a lower response and less cash. Even if something is technically “legal.”
If it causes enough outrage, they can and will MAKE it illegal, then send you to jail retroactively. So work on the golden rule, not the law.
Lawrence, thank you for this site.
Hey Ray,
Right on.
Three words we should all keep in mind when we market.
“Truth in advertising.”
Best,
Lawrence
It becomes quite tempting to forget about the “golden rule” and “truth in advertising” when you become aware of just how much a few of these non-compliant sites are making. And the products they’re promoting are just as shady, if not more-so.
It would be a little more encouraging if “best practices” led to better results. I’m all for long-term / win-win, but short term cashflow is also crucial for survival.
Lawrence
Solid content as usual.
Quick question:
How do you go about finding your proof element to go along with your promise?
In your examples there is a Nobel prize winner and a quote from the very credible wall street journal, two great examples of authority and proof, but my questions is
In a hay bail as big as all human knowledge how do you find that tiny needle of proof?(or many needles to test)
What are some of your best practices?
Ahhh, Art that’s a good question.
(Almost has the setup feel of the shills working with Three Card Monte operators on 6th Avenue of Old New York.)
I do have a few aces up my sleeves where this is concerned.
I call it the “Research Magnet.” I’ll publish something on this soon. Terribly busy as my friend, Drayton Bird likes to say.
Best,
Lawrence
I know this is off topic, and I apologize…but I’m desperate. I’m really looking for more information about a book by Eugene Schwartz titled “The Brilliance Breakthrough”.
I’m told it’s a must have for any copywriter…but it’s quite literally hard to find any information about it whatsoever…actually finding the book itself is even more impossible than that.
Can anyone tell me anything about this book?
I greatly appreciate it!
Matt
Hey Matt, just out of curiosity what’s it worth to you!?
I think that depends…I know what it’s sold for in the past. So I’m aware of it’s monetary value to collectors.
However, I’m not very clear on what’s IN the book…so I don’t know the value it would have to me.
With that said, if it’s even only half as good as Breakthrough Advertising…I’d pay $400 for a copy in excellent condition.
Great Article. Really great information.
Wow, thanks Lawrence…
This is definitely a technique to keep in mind
and try to use on EVERY ad that I write from
now on!
Loving the “golden nuggets”, keep em’ coming!
Cheers,
Dima