Brian talks a section in Eugene Schwartz's classic, Breakthrough Advertising in regards to building believability and trust in your copy.

https://www.youtube.com/watch?v=hY9q9bvZWgE

Transcription

How to transfer trust in marketing.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live. Where I get into the nice down and dirty psychology of marketing tonight. There are very few amazing teachers out there like the late great Eugene Schwartz.

This is his magnum opus, Breakthrough Advertising.

It's a tough one to get, I believe Titans Marketing still sells this, for a pretty penny, worth every dime, Titans Marketing, for Breakthrough Advertising.

I can pick up this book at any time, flip to any page and get something great out of it, which is what I did tonight, I got this chapter, chapter 13, on the seventh technique of breakthrough copy, which is what he calls camouflage.

In the very first few paragraphs, he's talking about that he calls it how to borrow conviction for your copy.

He's talking about copywriting copy advertising copy because that was what Eugene Schwartz did, he wrote, copy for advertising. But the principles can be tied to any type of marketing whatsoever, which is an amazing thing is that especially to content marketing.

So you've got to pay attention to this, this is great stuff that he says he says in here. He says, "We have to discuss five separate ways to build believability in your copy."

And he goes on with that. He says, "As long as there is faith in that publication, so if a person's reading a publication, a magazine or a newspaper, as any space buyer can tell you, it remains an excellent medium for advertising because some of his trust carries over from the editorial pages to the advertising pages."

So he discusses how trust is built up between the reader and the person that's read, and they and the person that's writing it, but the same thing is true across the board.

He even mentions it's not just print, it's all forms of entertainment, a person, you know, at this time he was talking about buying a radio or buying a television.

Sometimes people just do it to keep informed just to just to know what's going on what's happening and why it's happening, and so on and so forth. So news media, and nonfiction, if you will.

But but people also rely on any form of entertainment, any form of entertainment, and there's a trust base in that entertainment factor. So that the shows that you watch, if you if you watch television shows.

If you watch anything off of off of Netflix, that's a series or anything of that sort. You are expecting very something relatively specific that you're watching either a comedy, or you're watching a drama or a thriller.

There's certain things you expect you expect for it not to go to graphic you expect for it not to do that there's certain things and it's sometimes there are things you don't even think about because you would never see any of those things on television.

But that's part of your expectations, there's a trust built up there.

If you have trust in anything, and whether you know you have trust in it or not what you do if you're going back to something over and over again, you're going back to a TV station, you're going back to a YouTube channel, you're going back to somebody's blog, or what have you.

There's a trust that's built up.

That trust transfers automatically,