How "Sandwich" Copywriting Makes Your Marketing Promotions Skeptic-Proof

Ben Settle

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If you'd like to know a secret way of writing copy to customers who are skeptical and even outright hostile to the average “sales letter" or ad. . then listen to this.

One of the most effective ways to approach writing an ad is with the assumption the person reading it will - right out the gate - be shaking his head and saying to himself, "what a bunch of bull!" to everything you say.

In other words, with every claim you make and every benefit you throw out there, just assume the person reading it doesn't believe a word you're saying.

He wants to believe you (if you've targeted your market right). But chances are he doesn't believe you.

And yet, there is a special way of selling to skeptics like this (besides just throwing in testimonials and documentation “helter-skelter") that prevents them from ever thinking your claims are less than genuine.

What is this special way?

This: Simply think of your ad as a sandwich.

Your “meat" is the claims. And the two pieces of bread are both some form of proof or credibility element (such as your background, lab tests, testimonials, endorsement from a respected person, etc).

And in order to make your ad “skeptic proof", every time you make a claim, simply put a credibility element - even if it's just a few words - that backs up that claim both before and after the claim.

That way it's kind of like a “double whammy" - where you won't give the reader any room to question or doubt you, no matter how fantastic the claim is.

Bottom line: This simple little technique will make your ads a lot more likely to be taken seriously and acted on. Especially if you sell to a skeptical market place that's hostile to the average sales letter “hype" and language.

Ben Settle is a direct response copywriter and author of “The Copywriter's Cheat Sheet" - which contains over 300 pages of advanced copywriting secrets and rare swipe file ads not easily found anywhere else. You can get a free copy of his book and read his latest copywriting ideas and tactics at


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