You might even consider adding something called a “Damaging Admission”

A “Damaging Admission?” is when you tell the readers something bad about your company, product, or service. It’s when you tell them something that actually is damaging to your sales pitch. I know what you’re thinking. “Is this guy nuts! Why would you ever want to say something bad about your own company or product and why would you want to purposely damage your own sales pitch?”

Well here’s why.The average reader is constantly approached by companies that say how great they are and how perfect their products are. We all see companies everyday telling us things like: “Our products are simply the best” “We challenge you to find a better product” “We’ve won the blah, blah, blah, award for excellence 3 years in row” “Consumer reports says our product tested better than any other in it’s class” “You’ve never experience perfection until you’ve tried our product” yada, yada, yada, yada..

I could go on forever, but I’m sure you know what I mean about companies always pumping themselves up and telling you how great they are and how perfect their product is. So a few intelligent marketers invented a new twist on marketing. They had an idea. What if you told your readers something like this: “Our product is horrible for large companies and giant corporations since it was designed for people working out of their homes. But if you already work out of your home or would like to begin working from your home, this product works wonders! It’s guaranteed to bring you a six figure income.”

You see how that piece of information above starts out by saying something about your company that’s actually negative. That’s a damaging admission. It tells you why it could possibly be a lousy product for some people and why it doesn’t work in some cases. But the writer of the sales copy knew that you aren’t a large company or a major corporation, so the writer knew that the negative comment wouldn’t bother you. In fact the writer of the damaging admission knew you’d find that negative comment to be refreshing since every company is constantly telling the reader how great their product is. So this damaging admission is meant to shock the reader because he/she has never heard a company say bad things about itself. So the reader says to himself: “Wow, if this company has enough confidence to actually be honest with me and tell me some bad things about their product, I can trust these people.”

Best of all, the reader is at the same time thinking “These bad things the company is telling me about the product won’t even affect me because I’m not a large company or a major corporation.” “I want this product because it will work for me!”

So you now know the purpose of the damaging admission is to actually give you more credibility and create trust among your readers. And it works great as long as you don’t tell them anything is seriously wrong with your company or product. You’d never want to say something like: “Our new Heater 2000 unit has a tiny history of causing electrical fires, but that’s only for about .01% of our customers. Most of our customers are kept nice and warm in the winter due to its high power output.”

That information above would obviously cause zero sales to happen. A better damaging admission for a heater company to use would be: “The only problem with our heaters is that you’ll sometimes need to open a window during the winter. But that’s just because of the strong output of our heaters. Most of the time you’ll just be nice and cozy and feel like it’s summer time even in the dead cold of winter.”

Now that one makes the reader feel much better and that damaging admission will increase sales for that company.

If you need help coming up with your own damaging admission and you have the mentor package, feel free to leave a comment.