Good times make us lazy marketers and copywriters…

In boom times — especially near the peak — selling becomes easy.

People are feeling rich.  Feeling flush with cash.  Like the good times will go on forever.

You can practically just make any promise you want, and you’ll get some response.

Then, crisis hits…

As prospects, our guard goes up.

We grow wary.

We hurt, and we don’t want to hurt anymore.

Yes, we want relief.  We want things to be better.  We even want the same incredible results.

But we are more skeptical.  We’re quicker to dismiss empty promises.  We’re faster to say NO.

We’re faster to turn off, tune out, and click away from anything that has even a whiff of irrelevance or BS.

What you got away with in the boom doesn’t work in the bust…

Especially HYPE.

Meaning, hyperbole.

Which the dictionary defines as, “Exaggerated statements or claims not meant to be taken literally.”

Although I’ll argue that copywriters often HOPE their empty promises and claims will be taken literally.

So, what do you do instead?

I recorded a video for you, to share what works in a market and environment like today.

And this applies whether you’re in one of the industries that’s absolutely raking it in today (there are many), OR an industry that’s struggling.

I even shared a very specific, easy, and actionable strategy that will allow you to make EVEN BIGGER promises and claims, in a believable way.  (So you can make the biggest claims your offer can fulfill on.)

Lots of breakthroughs in today’s video.

Yours for bigger breakthroughs,

Roy Furr

Mentioned in this video:

Roy’s Copy Review service

Proof, Credibility & Believability Training