Enlarge the claim. If the first guy promised 5 lbs of weight loss, you promise 10 lbs.
The audience becomes cynical. They don't believe the bigger claims anymore. You must introduce a New Mechanism —the how behind the product. ( "Lose weight using this newly discovered Himalayan metabolic enzyme." ) breakthrough advertising by eugene schwartz pdf free
Eugene Schwartz was a master of his craft who dedicated his life to understanding human psychology. Buying the legitimate copy honors his legacy and supports the copywriting community. Enlarge the claim