The "better trap" killing your copy

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Nobody gets excited about "better" anymore.

Jason here.

Remember those old infomercials?

"BETTER than sliced bread!"
"BETTER than the competition!"
"BETTER results in half the time!"

That may have worked back in the 80s…

But TODAY…

Your prospect's brain is getting bombarded with 10,000+ "better" messages every day...

And their inner spam filter blocks anything with that word.

It's like showing up to a party where 47 people brought vanilla ice cream...

And proudly announcing yours has slightly more vanilla beans.

But when someone brings ice cream that tastes like BACON...

NOW people are talking!

This is exactly why my first copy chief used to say…

“NEW is always better than BETTER.”

And why our new product launches would always crush the 3rd or 10th re-hashing of an old service.

The human brain is wired to notice what's different...

Not what's incrementally improved.

Look at your copy right now...

Are you promising "better results"?
"Better systems"?
"Better outcomes"?

Try this instead:

Replace every "better" with something completely NEW...

Something your market has never seen before.

Instead of: "A better way to lose weight"
Try: "The first-ever reverse calories diet"

Instead of: "Better email marketing"
Try: "Email marketing that writes itself"

Your prospects don't need another "better."

They need something NEW to believe in.

In Your Corner,
Jason