Free-Reprint Article Written by: Kris Mills 
See Terms of Reprint Below.

* This email is being delivered directly to members of the group:

We have moved our TERMS OF REPRINT to the end of the article.
Be certain to read our TERMS OF REPRINT and honor our TERMS 
OF REPRINT when you use this article. Thank you.

This article has been distributed by:

Helpful Link: 
  The Digital Millennium Copyright Act - Overview


Article Title:
The Surprising Maxim that Maximises Your Copywriting Results

Article Description:
Who was it that said, "Modesty is a virtue"? Whoever it was, 
I'm sure they weren't referring to the field of sales and 
marketing, where self-promotion is the name of the game ... 
or were they?

Additional Article Information:
942 Words; formatted to 65 Characters per Line
Distribution Date and Time: Thu Mar  2 15:10:14 EST 2006

Written By:     Kris Mills
Copyright:      2006
Contact Email:  mailto:[EMAIL PROTECTED]

Article URL:

For more free-reprint articles by this Author, please visit:


The Surprising Maxim that Maximises Your Copywriting Results
Copyright © 2006 Kris Mills
College of Copywriting and Marketing

Who was it that said, "Modesty is a virtue"? Whoever it was, I'm 
sure they weren't referring to the field of sales and marketing, 
where self-promotion is the name of the game ... or were they?

Take a good look at anyone who is a roaring success in sales, in 
copywriting or in marketing and you'll see that one of the 
secrets of their success is in being able to really connect with 
people one-on-one, on their level.  Sure, that means developing a 
great rapport with them, being a great listener and being a great 
communicator and more. But there's one factor that separates 
these greats from the wannabes. 

It's called the "Modesty Maxim". The people who master this 
element of rapport, achieve mastery.

Here's how it works in copywriting. It can be used in a very 
similar way in sales too.

When you're writing to (or speaking with) a prospect who has a 
certain problem that they want to solve, chances are they are 
feeling a little insecure about a certain aspect of who they are. 

With that, it's important that your copy starts by coming down to 
their level, where they are now at emotionally and then bring 
them up to the level where they want to be.

Here's a story of Mary Bryant. Mary is a 42 year old mother of 
four from Atlanta, Georgia. She was 25kgs overweight and had been 
that way since her youngest child was born about 10 years ago.

Mary looked in the mirror everyday and hated the image that 
stared back at her. She felt ugly. She hated those extra rolls 
of fat around her waist. She hated her double chin. She hated 
the saddle bags under her arms.

She desperately wanted to lose weight. She wanted to be able to 
look in the mirror and like what she saw. 

One day Mary decided to visit a weight loss centre. The weight 
loss consultant was friendly and asked her questions about 
herself, but as she did that, Mary felt about an inch tall.

Mary was embarrassed by her weight. What made it worse was the 
weight loss consultant was reed-thin and looked like she had 
never had an inch of fat on her bones in her entire life.

'She thinks she's better than me,' Mary muttered to herself. 
'She is probably thinking to herself, "That fat slob. How could 
she let herself go like that?''

On and on went Mary's mind chatter then after about 15 minutes, 
Mary was fed up with the "high and mighty attitude" of the weight 
loss consultant, so she left.

Because Mary was so entrenched in her own problem, she was in a 
very emotional and not very rational state. In fact, her emotions 
were clouding her judgment.

After Mary left she recognized just how irrational she was being, 
so she decided to visit another weight loss clinic and try again.

Again, she was greeted by a 'reed-thin' weight loss consultant 
with a smile. Again, she was asked about her goals and her 
personal situation. 

But what happened this time was that this weight loss consultant 
told Mary her own story of how she was a mother of five and just 
18 months ago she was more than 30 kilograms overweight ... and 
how she had tried diet after diet and nothing was working ... how 
she hated looking in the mirror everyday ... how she just didn't 
want to get out of bed at all.

Mary's eyes lit up. Mary looked at this blonde, waifish woman and 
finally realized that just maybe she really could be like that 
too -  that maybe if that weight loss consultant could lose 30 
kilograms, maybe she could lose 20 kilograms. 

See the difference? 

The weight loss consultant in the second example shared her story 
with her and doing that achieved two things:

First - Mary no longer felt inferior to the weight loss 
consultant because the weight loss consultant had once been in 
the same situation that she is in now.

Second - Mary felt that getting results was now achievable 
because she was talking with someone who had been in her 
situation and won.

Here are some other situations where the Modesty Maxim applies 

1. Wealth Creation 

If you're a multi-millionaire who wants to teach the "Average 
Joe" how to get rich, it's important to show how rich you are 
now, but it's also vital that you tell them how you were like 
them once. For instance:

--- "How a lazy high-school dropout went from dead ---
---  broke to $10 million in assets in 7 years" ---

Some Classic Headlines that Employ the Modesty Maxim

--- The Man with the Grasshopper Mind ---

Anyone who has loads of mind-chatter can instantly relate to this 
headline and subsequently the man mentioned in the ad. They want 
to know ...

How much is his situation like theirs?

What did this man do to fix the problem?

What is his life like now?

--- How a new discovery made a plain girl beautiful ---

Again, a great example of "before and after".

Most women want to look more beautiful but many feel that it's 
something you need to be born with. This headline promises that 
beauty is available to even "plain girls".

--- "They laughed when I sat down at the ---
---  piano but when I started to play" ---

Many people who want to play the piano don't learn for fear of 
looking ridiculous. This headline resonates with those people.

See how these examples connect with the reader?

What other examples can you think of? How can you apply the 
Modesty Maxim in your marketing efforts.

This article is written by Kris Mills and is part of the 
Freelance Copywriting Success Home Study Course developed by 
Words that Sell and the College of Copywriting and Marketing. 
Kris is an internationally recognized direct response copywriter 
and author who has produced record-breaking results for clients 
in dozens of industries. For dozens more interesting articles, 
more information about the course or about Kris' copywriting 
services visit or



TERMS OF REPRINT - Publication Rules 
(Last Updated:  April 7, 2005)

Our TERMS OF REPRINT are fully enforcable under the terms of:

  The Digital Millennium Copyright Act


*** Digital Reprint Rights ***

* If you publish this article in a website/forum/blog, 
  You Must Set All URL's or Mailto Addresses in the body 
  of the article AND in the Author's Resource Box as
  Hyperlinks (clickable links).

* Links must remain in the form that we published them.
  Clean links should point to the Author's links without
  redirects having been inserted into the copy.

* You are not allowed to Change or Delete any Words or 
  Links in the Article or Resource Box. Paragraph breaks 
  must be retained with articles. You can change where
  the paragraph breaks fall, but you cannot eliminate all
  paragraph breaks as some have chosen to do.

* Email Distribution of this article Must be done through
  Opt-in Email Only. No Unsolicited Commercial Email.

* You Are Allowed to format the layout of the article for 
  proper display of the article in your website or in your 
  ezine, so long as you can maintain the author's interests 
  within the article.

*** Author Notification ***

  We ask that you notify the author of publication of his
  or her work. Kris Mills can be reached at:

*** Print Publication Reprint Rights ***

  If you desire to publish this article in a PRINT 
  publication, you must contact the author directly 
  for Print Permission at:  


If you need help converting this text article for proper 
hyperlinked placement in your webpage, please use this 
free tool:


ABOUT THIS ARTICLE SUBMISSION is a paid article distribution 
service. and 
are owned and operated by Bill Platt of Enid, Oklahoma USA.

The content of this article is solely the property 
and opinion of its author, Kris Mills



1. Print the article in its entirety. Don't make any changes in the article . 
2. Print the resource box with all articles in their entirety.
3. Send the Author a copy of the reprinted article or the URL 
  where the articles was posted.

Anything short of following these three rules is a violation 
of the Authors Copyright. 
Yahoo! Groups Links

<*> To visit your group on the web, go to:

<*> To unsubscribe from this group, send an email to:

<*> Your use of Yahoo! Groups is subject to:

Reply via email to