One piece of advice Dan gives has paid me back many times the cost of his book in my work as a freelance copywriter. Not only is it a highly effective way to increase your credibility in the eyes of your reader, it can also help you hold a reader’s attention and it can position your product or service as the owner of its own niche.

As a credibility tool, this bit of Dan’s wisdom has few equals. When you incorporate this technique in your ad copy, it immediately sets you apart from the crowd of “we’re great,” or “our widget is the best” marketers.

As a tool for grabbing a reader’s attention and holding it through your copy, this technique uses both curiosity and self interest. It heightens the reader’s sense that some very strong benefits are about to be revealed that can’t be missed.

As a positioning tool, it helps you create your own category. No longer must you fight with the big fish in the pond. You can now own your own pond and be the only fish for miles around.

What is this wonderful piece of advice? Dan devotes an entire chapter to the concept of “Create A Damaging Admission and Address Flaws Openly.”

Let’s face it, your widget may really be the best on the planet, but it still has its flaws or weaknesses. Not only that, your competitor’s widget is not all

One piece of advice Dan gives has paid me back many times the cost of his book in my work as a freelance copywriter. Not only is it a highly effective way to increase your credibility in the eyes of your reader, it can also help you hold a reader’s attention and it can position your product or service as the owner of its own niche.

As a credibility tool, this bit of Dan’s wisdom has few equals. When you incorporate this technique in your ad copy, it immediately sets you apart from the crowd of “we’re great,” or “our widget is the best” marketers.

As a tool for grabbing a reader’s attention and holding it through your copy, this technique uses both curiosity and self interest. It heightens the reader’s sense that some very strong benefits are about to be revealed that can’t be missed.

As a positioning tool, it helps you create your own category. No longer must you fight with the big fish in the pond. You can now own your own pond and be the only fish for miles around.

What is this wonderful piece of advice? Dan devotes an entire chapter to the concept of “Create A Damaging Admission and Address Flaws Openly.”

Let’s face it, your widget may really be the best on the planet, but it still has its flaws or weaknesses. Not only that, your competitor’s widget is not all

As a credibility tool, this bit of Dan’s wisdom has few equals. When you incorporate this technique in your ad copy, it immediately sets you apart from the crowd of “we’re great,” or “our widget is the best” marketers.

As a tool for grabbing a reader’s attention and holding it through your copy, this technique uses both curiosity and self interest. It heightens the reader’s sense that some very strong benefits are about to be revealed that can’t be missed.

As a positioning tool, it helps you create your own category. No longer must you fight with the big fish in the pond. You can now own your own pond and be the only fish for miles around.

What is this wonderful piece of advice? Dan devotes an entire chapter to the concept of “Create A Damaging Admission and Address Flaws Openly.”

Let’s face it, your widget may really be the best on the planet, but it still has its flaws or weaknesses. Not only that, your competitor’s widget is not all

As a positioning tool, it helps you create your own category. No longer must you fight with the big fish in the pond. You can now own your own pond and be the only fish for miles around.

What is this wonderful piece of advice? Dan devotes an entire chapter to the concept of “Create A Damaging Admission and Address Flaws Openly.”

Let’s face it, your widget may really be the best on the planet, but it still has its flaws or weaknesses. Not only that, your competitor’s widget is not all

What is this wonderful piece of advice? Dan devotes an entire chapter to the concept of “Create A Damaging Admission and Address Flaws Openly.”

Let’s face it, your widget may really be the best on the planet, but it still has its flaws or weaknesses. Not only that, your competitor’s widget is not all bad, with no positive points worth mentioning.

So what do you do? You meet these weaknesses head on. If your product is priced higher than your competitor’s, admit it right up front. But then marry that drawback with a corresponding positive. Why is your product more expensive? What extras come with that higher price tag? What reasons can you give prospective buyers to ignore the higher price and focus on additional benefits they won’t get with a lower priced competing product?

1. Build honesty and credibility. On rare occasions, I have actually heard politicians praise their opponents (I did say this was rare) and then point out the issues upon which they disagree. When I hear this sort of political discourse, I have several reactions.

   First, I find myself experiencing warm feelings toward this rare politician who takes the higher ground, even though I know his campaign workers may be, at that very moment, digging up dirt on that opposing politician).

   Second, I find that I give the point of disagreement much more importance than I would otherwise. By admitting a few things he or she liked about the opponent, I am made to care more about those differences.

   For marketers, when you do reveal your positives after admitting your flaws, you are building strong credibility. Your prospective custome