Here's a "real life" example of how I used this in an ad selling a money-making product:

Instead, these experts discovered – what savvy businessmen still know today – the best way to make a lot of money very fast is to simply “leverage” off

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If you'd like to know how to make almost every single claim in your ads seem more credible and believable -- no matter how crazy they may sound -- then listen to this.

There is a way -- taught extensively by the late copywriter Eugene Schwartz, but almost never talked about anymore -- to buffer the really incredible and outrageous claims you make, and make them more likely to be believed.

And that is to try to inject what Schwartz called "the language of logic" into your sentences.

What is the language of logic?

Well, it's basically words and phrases that give an air of logic, reason and even science behind them. The expressions and words you'd hear in a courtroom, a lab or from a textbook.

Like, for example:

In test after test

Science shows

Research proves

Reasonably

But the fact remains

That is a fact

Incidentally

Irrefutable

The idea here is to "pepper" them in your ad here and there. This is especially important if you're talking about claims that sound unbelievable. Because by inserting a word or phrase people automatically associate with truth and logic, you tone down the "hype" part of the claim, and make it more easily believed.

Here's a "real life" example of how I used this in an ad selling a money-making product:

Instead, these experts discovered – what savvy businessmen still know today – the best way to make a lot of money very fast is to simply “leverage” off

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he really incredible and outrageous claims you make, and make them more likely to be believed.

And that is to try to inject what Schwartz called "the language of logic" into your sentences.

What is the language of logic?

Well, it's basically words and phrases that give an air of logic, reason and even science behind them. The expressions and words you'd hear in a courtroom, a lab or from a textbook.

Like, for example:

In test after test

Science shows

Research proves

Reasonably

But the fact remains

That is a fact

Incidentally

Irrefutable

The idea here is to "pepper" them in your ad here and there. This is especially important if you're talking about claims that sound unbelievable. Because by inserting a word or phrase people automatically associate with truth and logic, you tone down the "hype" part of the claim, and make it more easily believed.

Here's a "real life" example of how I used this in an ad selling a money-making product:

Instead, these experts discovered – what savvy businessmen still know today – the best way to make a lot of money very fast is to simply “leverage” off

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, reason and even science behind them. The expressions and words you'd hear in a courtroom, a lab or from a textbook.

Like, for example:

In test after test

Science shows

Research proves

Reasonably

But the fact remains

That is a fact

Incidentally

Irrefutable

The idea here is to "pepper" them in your ad here and there. This is especially important if you're talking about claims that sound unbelievable. Because by inserting a word or phrase people automatically associate with truth and logic, you tone down the "hype" part of the claim, and make it more easily believed.

Here's a "real life" example of how I used this in an ad selling a money-making product:

Instead, these experts discovered – what savvy businessmen still know today – the best way to make a lot of money very fast is to simply “leverage” off

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Overcoming AvoidanceThere is nothing funny about credit repair fear. Well, maybe it would be humorous if the side effect were not so potentially devastating. Do you know anyone who can’t seem to get themselves to the dentist? Years

Irrefutable

The idea here is to "pepper" them in your ad here and there. This is especially important if you're talking about claims that sound unbelievable. Because by inserting a word or phrase people automatically associate with truth and logic, you tone down the "hype" part of the claim, and make it more easily believed.

Here's a "real life" example of how I used this in an ad selling a money-making product:

Instead, these experts discovered – what savvy businessmen still know today – the best way to make a lot of money very fast is to simply “leverage” off

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, and make it more easily believed.

Here's a "real life" example of how I used this in an ad selling a money-making product:

Instead, these experts discovered – what savvy businessmen still know today – the best way to make a lot of money very fast is to simply “leverage” off other people’s time, efforts, resources and money.

See what I mean?

Words like "leverage" and phrases like "these experts discovered" temper the claim about making money fast -- making it more believable and easier to accept.

Try using the language of logic with your next ad. Especially if you're using big promises. You may be shocked at the bump in response you get just from doing this one, simple thing.