Tuesday, December 06, 2005

V-factor: Adding Believability to Your Copy

One of the tools in my arsenal for creating effective copy is to make sure it contains a healthy dose of verisimilitude.

Before you go off running to your dictionary, here’s the definition of verisimilitude from dictionary.com:

1. The quality of appearing to be true or real.
2. Something that has the appearance of being true or real.

Note that verisimilitude doesn’t mean that something is true – just that it appears to be true. Something that’s false can have a high degree of verisimilitude, while a truthful statement can have little or none.

Because I get tired of typing verisimilitude, I call this aspect of marketing communication the V-factor. Making sure your copy has plenty of V-factor makes a big difference in getting people to respond to your offer.

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Posted by Richard Bloch

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