Borrow conviction: Mold the brilliance of others into your copy
People to do not purchase publications to read ads.
They buy them to keep in touch with the world around them.
They trust the publication. Use this trust to develop your copy.
Use the same phrases and style as the publication when creating your copy.
Tailor it to that publication, and the stored believability of your prospect will welcome your
copy with open arms
Each copy, like the message and content itself, should be tailored to the medium
in which it will run.
Study the publication in which your copy will run. Learn its format and style.
Learn how the publication’s writers write, and interweave their structure and phraseology
into your copy.
Tools to increase believability:
Understatement: Use simplicity, not complexity
Sincerity: Use the sincerity of the publication to mold it into your copy