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| The biggest dirty little secret in copy: candor
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What happens when you speak to prospects with directness and honesty? First and foremost, candor gets more of the right prospects to respond. If you lay it out like it is, the enthusiasts of your offer will respond immediately. They won’t have to wade through a quagmire of confusing language to figure out what you’re telling them. This gives you an immediate advantage over your competition. Second, candor generates speed. When your idea is in front of your best prospects, they can think it through immediately, expand and enhance in their own mind what it will do for them, and then they’ll act. And this is not just an advantage -- it is a necessity in today's crowded marketplace. You can be sure that any upstart five-person enterprise down the street or in Shanghai or in Bangalore can move faster than you. Candor is one way to keep up. Third, candor cuts costs – lots -- although you'll never be able to put a precise number on it. Just think of all of the wasted time your staff spends with tire kickers. Put all of its benefits and efficiencies together and you realize you just can't afford not to have candor. It is true that candor can definitely freak people out at first. But are they the true prospects you are in the chase to get? Not sure where to start? We can help you use research and analytics to tweak your messages, find your true prospects, and get your newfound candor right into their hands. We won't be able to work your cash register, though, so you will have to keep the profits. |
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