I was on a call with one of my coaching students recently. He had added some new features to his subscription offer. He was excited and enthusiastic about it, and so he wrote up one of his daily emails to announce it.
I thought this was great, and I told him so.
Not necessarily for the feature or even what it would do for his customers, though that was solid. But the real thing that was great was my student’s excitement and enthusiasm around the whole thing.
My very first big direct response copywriting client was Josh Dunlop. Josh hired me via Upwork in early 2016, some 6 months after I decided to work as freelance copywriter. Back then, Josh had a 7-figure site selling photography courses. I’m guessing it’s even bigger now.
I remember talking to Josh at some point and hearing him say he’s particularly proud of one of his courses. That stuck with me. I put it into an email that sold that course, and it did well. I guess it resonated with his readers too. I’ve been using it ever since.
In his book How to Write a Good Advertisement, Vic Schwab lists 17 types of proof. As far as I can see, “pride in your work” is not among them. But it should be.
People normally cannot judge the quality of your offer before they buy it. They might not be able to judge it even after. But they sure can judge your emotions around what you sell.
​​So if you are proud of what you sell, highlight that, so people know it, and so they have an easier time making up their own minds. Speaking of:
As I’ve said before, and as I’ll say again, I’m proud of my Copy Riddles course.
​​I’m proud of the initial concept for the course… I’m proud of the way I managed to carry it out and the learning experience I provided for people who get it… I’m proud of the feedback I’ve gotten, including from people whose jobs and careers have been positively impacted by this training.
Of course, pride is not the only proof element I have to show you that Copy Riddles is a worthwhile investment. For the full presentation, take a look here: