If you want to become a high-level persuader, it's crucial to understand the
power of the right words.
One of the most persuasive words I’ve ever used is "almost."
At first glance, "almost" might seem like a word that implies incompleteness. But in the world of persuasion, "almost" can be more compelling than an absolute statement.
Here's
why:
- Realistic Expectations: Absolute claims often trigger skepticism. "Almost" suggests honesty and transparency, making your claims more believable.
- Humility: "Almost" conveys humility and honesty, showing you're aware of potential imperfections, which can increase trust.
- Curiosity: The word "almost" piques curiosity. It invites the reader to dig deeper to discover what makes something nearly perfect.
- Specificity: "Almost" adds specificity to your claims. Instead of generic perfection, it highlights particular strengths, making your offer more relatable.
- Relatability: By
using "almost," you're speaking to the everyday person, not just those seeking absolute perfection. It broadens your appeal.
A famous example of this comes from John Caples, a legendary copywriter. He transformed a headline from "Fix Any Car" to "Fix Almost Any Car," and sales soared. The reason?
The addition of "almost" made the
claim more believable and relatable.
My $200,000 "Almost Perfect" Success Story
One of my greatest examples of "almost" in action is a control package that generated over $200,000 in royalties and was a winner for seven years. It was titled "The Almost Perfect Stock."
This highly successful email/landing page campaign used "almost" to its advantage. Rather than claiming perfection, the copy explained that the stock was "almost perfect" because it had minor imperfections that made it more affordable for the average investor.
Here’s the secret:
The imperfections were actually benefits. Investors saw them as opportunities, making "The Almost Perfect Stock" an irresistible offer.
But here’s the best part:
The "Almost Perfect" Formula
Knowing the power of "almost" is one thing; executing it effectively is another.
That’s why I’ve recorded a complete video breakdown of this million-dollar email/landing page, so you can use the same framework in your copywriting.
When you add this to your swipe file, you’ll discover how I:
- Harnessed the power of "almost" to write one of my most successful email promotions ever.
- Used my "Yellow Brick Road" methodology to guide readers seamlessly to the order form.
- Demonstrated—paragraph by paragraph—how this "secret stock" could make investors 50% richer in six months.
- Blended the benefits of owning this stock with the urgency of subscribing to the publication.
- Combined credibility, believability, and risk reversal, making clicking the buy button the only logical choice.
Why This Swipe File and Video is a Must-Have
This promotion was so powerful that I kept it to myself for years, not wanting to share it with anyone who might use it against me in a copywriting contest.
But now, as
I’m coaching the next generation of copywriters, I’m making a limited number of copies available to those who truly appreciate the power of words and want to leverage it in their own work.
Because of its high value, I’ve priced this swipe file at a premium and limited it to just 10 copies for my existing customers.
With over 25,000
Twitter followers, I expect these to sell out quickly once I announce its release Monday.
If you want to add a high-converting email to your swipe file, act now.
Remember: Along with the video breakdown, you’ll also receive a PDF copy of this winning email to study and apply to your own
promotions.
This is your chance to unlock a proven formula for success. Once you see the magic behind my "Almost Perfect Stock" email, you’ll be able to replicate it in your own copywriting and watch your sales skyrocket.
P.S. If you want to see the ultimate selling power of the word "almost," I urge you to add this Million-Dollar Copywriting Formula email to
your swipe file.
As a seasoned direct response copywriter, Doug has created hundreds of profitable
direct mail packages, emails, and video sales letters for the world's largest specialized information
publishers—generating over $100 million in direct sales.
