All Selling Aside With Alex Mandossian

Roy H. Williams, the Wizard of Ads, wrote a fantastic piece in his April 10, 2010 Monday Morning Memo. Listen in to learn how relevance and credibility come together to realize the creation of dynamite ads.  What is it that most ad copywriters lack? The ability to marry relevance and credibility to inspire the reader to make a purchase. Many times ad copywriters stray too far toward relevance and forget to strengthen their words with credibility. This same conundrum plays out in many social areas of our world today.  Relevance is emotion and credibility is truth. Truth without emotion, and vice versa, lead a reader to question why they’re considering their purchase. However, when you combine truth and relevance, the result is a no-brainer offer the reader cannot refuse.  The three key insights you’ll learn by considering the Wizard’s memo are:  What the 3 Inner Voice Questions prospects silently ask before buying. Why answering those 3 Inner Voice Questions can obliterate objections. How to structure your ne