The rules of copywriting have changed

Hi {NAME}, If you read older books on copywriting for sales, you'll discover a wealth of valuable insights. However, what those books won’t teach you is how to write copy that stays "compliant" with ad platforms like Google and Facebook. You might learn principles like making a bold, specific promise and avoiding uncertain words like ‘maybe’ or ‘possibly’. But times have changed. To meet most platform advertising policies today, you need to tone down bold claims and include words like ‘maybe’ or ‘possibly’ to soften them. Here are some examples of phrases that were once effective but are now challenging to pass compliance. First I'll show the original phrase, the reason it might cause issues, and then a more compliant version for modern advertising. I’ll use Google’s policies in the examples, but it could just as well apply to several other platforms. Example 1: This unique combat conditioning program simultaneously doubles your strength and flexibility - and does so without needing separate workouts for each. Reason for Potential Issue: Exaggerated or unverified claim. Google’s ad policies ban exaggerated promises or guarantees that cannot be substantiated. Suggested rewording: This unique combat conditioning program simultaneously helps improve strength and flexibility… — Example 2: You’ll finally turn back the clock and imagine how great you feel when your friends tell you that you look 10 years younger. Reason for Potential Issue: "Turn back the clock" and "look 10 years younger" are subjective and potentially exaggerated claims. Google’s policy on "Avoid Misleading Content" suggests avoiding claims that may not be realistic or verifiable. Changed to: “Reducing the appearance of fine lines and wrinkles may you look younger. And imagine how good you’ll feel when your friends tell you that you how great you look" Explanation: This change makes the statement less definitive and more subjective, reducing the likelihood of triggering Google’s policy on exaggerated or misleading claims, particularly when it applies to health. — Example 3: Use the 3-step “Producto-Max” system today and achieve double your output in half the time. Reason for Potential Issue: This is an exaggerated claim that may not be substantiated, and Google Ads policies discourage unverified or exaggerated results. Suggested rewording: "Use the 3-step 'Producto-Max' system today to increase your productivity in less time.” Explanation: This rewording makes the claim more reasonable while still conveying the benefit, avoiding potential issues with exaggerated or unrealistic promises. — Sometimes adding in words like ‘potentially’ or ‘may’ or ‘supports’, etc, are great for softening claims. Example 1: Try the “French Soup System” today to potentially balance blood sugar levels, while supporting healthy weight levels. Example 2: The “Memory Max Method”, may help your child to reach a higher reading level, in less time. — I hope you found today’s email valuable. If it ended up in your promotions or another folder, please move it to your inbox so you don’t miss future updates and tips from me. If you have any questions, feel free to reply to this email. Talk soon! Kind regards, Mark Ling Founder Affilorama Group Limited []( --------------------------------------------------------------- Affilorama Group Limited - PO Box 41072, Ferrymead, Christchurch 8247, New Zealand [Unsubscribe](