Sneaky way to use worthless titles to inject credibility into any offer

It’s funny how many rhetorical twists copywriters use to make trivial info seem important.

For example, everytime I write an affiliate campaign for a client, I try to find something interesting about the affiliates past.

Recently we had an affiliate who had the title “Dr.”

So every time I talked about him, I said “Dr. _________.” Even though it had nothing to do with what we were selling, it was interesting, humanizing, and added some credibility. (“Well he’s a Dr, so he’s gotta be smart.”)

Another affiliate flew F-16 fighter pilots.

So I used that to the hilt.

Now, I’m writing about a guy who went from working 18 hour days in a steel mill to growing a multi-million dollar online “lifestyle business”.

Truthfully, that one’s almost too easy.

There’s story appeal. Humanizing elements. Intrigue. Drama. And lots of credibility.

(“If a steel mill worker can do it, I can too.”)

But again it’s almost entirely a rhetorical flourish.

Does it really matter if the guy was a Dr?

Or flew F-16s?

Or worked in a steel mill?

Not really. It won’t really change the info they would learn by purchasing the offer.

But it does create an attractive “lead character”.

It gives the market a person to bond with.

And it keeps everything more interesting.

If you’re thinking:

“I don't have anything interesting like that to talk about.”

Then you’re just not looking hard enough.

Keep digging.

And if you want my help, here’s the link:

https://www.copybymccune.com

Tyler McCune

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