The best and most effective copywriting is good because it’s authentic, genuine and extremely one-to-one personal and effortlessly generates trust. It’s completely different from what comes from copywriters selling information products online, who rely on cheap tactics like puffery and hype. There’s a big difference between the psychology of selling products and marketing professional services. Using the wrong techniques and tactics is costing us sales every single day. Sales pages, emails and follow up campaigns that use puffery might actually be turning off the very people you are most driven to serve. How do we eliminate puffery from our messaging, and craft an approach to marketing rooted in consultative selling? In today’s special episode of MicroFamous, I’m joined by CEO of Vyral Marketing and one of the best copywriters I know, Frank Klesitz. He shares what makes his approach to copywriting so unique and effective. 3 Things We Learned from Frank Klesitz The deep psychological place where puffery comes from and how we fight the urge to use it How to generate authentic urgency without using time-based incentives that have no basis in reality when you’re selling infinite info products The psychological difference between selling services and products