I heard a renowned copywriter say once that the promise your copy makes should have a magical element to it… it should be almost unbelievable.

After all, we want to believe that if we eat the pill and go to sleep we’ll wake up thin.

We want to believe that if we use a drop of a certain perfume (or cologne for the guys) behind our ears we’ll have to beat off amorous suitors with a stick and have the privilege of being highly selective in our choice of a mate.

Good copy entertains us, titillates us with the suggestion that what we want is within reach… as close as our wallets.

But does the magic in the reader’s mind turn to mush when your copy is long gone, its spellbinding words hushed, and instead he is facing the harsh reality of a product that does not deliver the goods?

Is the result a tarnished reputation? Your client’s tarnished reputation?

Sure, it’s a tribute to a top copywriter’s skill when he can say, “I can sell anything”. Crafting a truly Irresistible Offer takes serious insight into the market.

But - if you do more than write copy… if you’re really a marketing partner with your client, you will make absolutely sure that the product fulfils - rather exceeds - its promises and leaves customers anxious to consume more of your client’s offerings.

‘Nuff said.

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