Page 94 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

DO YOU SUPPORT IT?

Barton’s writings had an element that was
lacking in most of the other ads of the 1920s
through 1940s: sincerity.
Barton’s ads came across with a human, inspiring, and
friendly feel that people trusted. The secret was Barton’s
own belief in what he was selling. If he did not support
a product or service, he would not write about it. But
when he did support it, his honesty came through.
This is an important point with me. Too many people
in advertising believe you don’t have to care about your
product to sell it. They cite stories about John Caples
and Maxwell Sackheim writing powerful letters for
books they either hadn’t read or considered pretty bad.
I disagree.
Who knows how much more powerful the letters
Caples and Sackheim wrote could have been had they
sincerely loved (or even read) the books they were
writing about? It has been my experience that when I
support a cause, I can write about it much more pow-
erfully and persuasively. If I don’t support it, it shows.
Customers aren’t stupid.
Besides that, why would you want to sell a product
you didn’t use or support yourself?

63