If you are a copywriter and have analyzed several sales letters to find out what sells and what does not sell, you might have noticed two basic types of selling taking place: implicit and explicit selling. Implicit copywriting means the selling is low-key… the problem, proof, and scarcity elements are implied based on the information you provide. On the other hand, explicit selling is when the selling elements are cheesy, annoying, and in your face. Different methods work in different niches and demographics, so you need to decide which is right for you.
Explaining a problem implicitly means you must apply gradualization to your copywriting. Start your pitch by explaining a result or side effect of an actual problem to get people to believe your claims before you actually state them. If you wanted to sell an infoproduct explaining how to avoid losing your home in a recession, you might start off by telling a story about how the supermarket seems less busy and you see more and more “for sale” signs around your neighborhood. You continue by giving proof about a declining Gross Domestic Product, growing unemployment rates and declining home value, before explaining the coming recession and offering your solution.
As you can see, the implicit strategy takes a lot of time and patience and depends on you “hooking” your prospects with your story. If you can’t hook them, the sales pitch fails. So if you want to start the sales letter off with a bang, flat out state that there is a bank-centered conspiracy going on and there are things you can do to avoid it.
Implicit and explicit copywriting apply to your proof elements as well. Do you want to merely give your credentials, or do you want to flat out say that only 2000 copies will be sold? Personally, even though I prefer implicit problems and proof, I very rarely choose implicit scarcity. Explicit scarcity is powerful because you use it right at the end of your sales message.
Do not limit yourself in thinking that there is only one way to apply proof, scarcity, and a problem-solution package. You have a choice between implicit and explicit copywriting, and anything in between.
