RISK REVERSAL i.e. removing all the risk(s) from the customer and placing them on you is the most powerful sales technique invented, and is a tool the copywriter learns to rely on heavily.
One of my favourite “risk reversal” ads is the one below.
It’s ran continuously for 8 straight years and something you should immediately add to your swipe file.
Study it… apply the lessons to your own promos… and… profit.
Here it is (click and save it to your device):
Peace,
Tal Sam
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