The Truth About Ads Part 1 [Copywriting Guides]

If you’ve ever wondered how so many people find it so easy to make 6, 7, or 8 figures online, read on.

I’ve been watching the Internet Marketing industry since it began, so I’m constantly leaving behind a trail of online cookie breadcrumbs.

Anyone who is anyone in the IM world uses those cookies to blast me with ads. It’s a fun experience. I get to see the whole market from the comfort of my office chair

Today was no exception. First up was an ad on YouTube from someone who is “absolutely passionate about online courses”. They don’t “think enough people are creating them”, which is why they’d “love to invite you to [their] free course creation masterclass.”.

Furthermore, they claim “By the end of this session [you’ll] discover why [you] are fully qualified to create [your[ own online course, how you could start profiting from your course before you’ve created a single piece of content and how to fast track your course creation.”.

Wow! As usual I’m underwhelmed. But then I’ve been exposed to this type of ad for so long, it’s no wonder.

They also claim they’re a 7 figure entrepreneur and have generated 8 figures in sales from online courses and services.

Trouble is, while all that may be true, there’s not a single shred of evidence in the ad.

How do they know I’ll be “fully qualified to create my own course” or that I’d be able to “fast track” my course creation and make a profit “before [I’ve] created a single piece of content”?

They don’t of course. It makes no difference to them if this works. Why should it (there was no disclaimer or privacy policy on the landing page to find out – how’d that get past the YouTube Google Ads police?).

All that matters is I sign up for the free webinar so they can blast me with more claims and evidence of just how easy this is.

Selling is hard, let alone doing it from scratch without any skills. But we don’t care about that as long as we’re told anyone can do it without needing anything whatsoever other than attending some free webinar.

It’s the classic get rich quick scheme. Create a course on creating courses, then market the course to people who want to create courses so you can prove creating and profiting from courses is not just possible, it’s easy, after all, the evidence doesn’t lie, does it?

There are two types of copywriter. The first hypes up everything just enough to keep it believable regardless of the efficacy of the product, the second, tells it as it is, and if the product being sold is truly groundbreaking, it wins.

As copywriters, we all have to make the choice of which way to go, and as is often the case, it comes down to how far we are prepared to go to get what we want.

PS. I’ve written this piece to help those new to copy see the wood through the trees. If you’re prepared to tell the world what it wants to hear (regardless of evidence) you can achieve your dreams (but perhaps not sleep easy at night). On the other hand, if you want to help the world become a truly better place, then stick with the truth.



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