I often talk to my students about what I call the Aristotelian Advantage. Aristotle, the philosopher who defined rhetoric, outlined three elements: Ethos, Pathos, and Logos.

Ethos is often considered the most important aspect of rhetoric.

The reason is simple: Because you cannot persuade someone if they don’t believe you.

Ethos is what establishes your credibility and trustworthiness, which is fundamental to persuading an audience; without a perceived sense of reliability, an argument, no matter how logical or emotionally appealing, is unlikely to be taken seriously by the listener.

 

This is why Ethos is the godfather of persuasion:

You see, before an audience will consider the logic (logos) or emotional appeal (pathos) of an argument, they need to believe the speaker is qualified and trustworthy, which is established through ethos.

By demonstrating your relevant expertise, experience, and good character, a speaker can gain the audience's confidence and make their message more persuasive.

 

The fact is, even if your sales argument is strong, a speaker with damaged ethos can undermine their own message due to a lack of credibility.

This is why I always say, nobody buys if they don’t believe. People like to buy from those they like and trust.

I don’t mention this to brag, but this is why my copy outsold my competitors more than 77% of the time. It was because, as one client put it, my copy offered the “Credible sell.”

 

In other words, they believed my copy as they read it. To be sure, I tied in the facts, arguments, and emotion in the sell, but it was because they believed the copy as they read it that was the reason why it worked so well.

imagine harnessing that power in your own marketing efforts.

Don't just take my word for it—experience it for yourself with my $100 Million Dollar Copywriting Formula Swipe File

This isn't just another course; it's the blueprint of believability that has helped me outsell competitors 77% of the time by ensuring your message not only resonates but is believed by your audience.

In it you’ll find 233 pages filled with dozens of headline, subhead,  landing page, and believable call-to-action ideas and offers you can use to keep your copywriting strategies fresh and engaging.  

My hope is that you can use the structure and format of my winning promotions as a step-by-step guide to writing your next big winning email, landing page, or VSL. 

It's a curated collection of real-world copy that has proven its worth in building trust and driving sales.

Transform Your Copy with:

• Handpicked Swipes from my grand slam promotions like "The Great Retirement Betrayal," where I adopt a grandfatherly tone to ensure you feel the sincerity and warmth, convincing readers they're not just another sale but a person we care about.
   
• Analyzed Successes like "One Nation Under China," where I demonstrate how to use the Trojan Horse strategy with a news hook, backed by undeniable proof, to guide readers to the order form with a mix of fear and greed that resonates.
   
• Immediate Application with examples like "Tap the Hidden Wealth Inside Your Paycheck," where I communicate in a to-a-friend-from-a-friend style, making complex financial advice accessible and trustworthy.

You'll see firsthand:
 

• My headline formula for grabbing readers by the throat, ensuring they can't help but engage with your message.
• How I use subheads and bullet points to keep readers' interest, keeping them hooked from start to finish.
• How I drop 'cookies' throughout each piece to subtly build desire, making the sale feel like a natural next step.
• How I close sale after sale with time-proven calls-to-action that have been refined over years of success.
   

None of it would be possible if the reader did not believe the copy as they read it.

Mark my words.

You will see your copywriting successes grow exponentially when your readers believe you.
 

My $100 Million Copywriting Formula Swipe File brings you my best examples of using Ethos to get my readers to buy.
 

Click here to add my super samples to your swipe file, and to use the secrets contained in each one to make your copy more trustworthy and believable.
 

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So on that note, it's almost free.
 

Click here to grab your special pricing and use my techniques to multiply your successes.

All good wishes,

Doug D'Anna

P.S. As I regularly remind my clients and students, if you continue to do the same things, you will continue to get the same results. If you want to achieve more, you must try something new.

My $100 Million Dollar Copywriting Formula Swipe File give you the NEW you've been looking for to ramp up your success.

Click here to grab a copy, and see for yourself how making your copy more believable will make you more money.