"It's a fact! We've toppled more controls ... and made more money for clients than anyone else in the industry."
How could the writer possibly know that? Did she or he (let's keep the gender and name out of it) poll every direct response copywriter on earth?
Obviously this writer had absolutely no idea whether the claim was true.
So why even bother typing a statement like that? You know why.
The writer figured it would sell more.
The logic goes like this: The larger the promise, the higher the sales volume -- and vice versa.
But is that really true? Not necessarily. Clients generally get the advertising they deserve, and this copy appeals to fact-challenged direct marketers (usually the worst type of client) -- so score one for the low end.
On the other end of the spectrum, direct marketing managers who care about truth in advertising will see this ad but choose not to respond, figuring the writer is full of shit.
Someone once said to think of an ad's promise as a balloon. Inflate it too much and it bursts.
In legitimate direct marketing, count on substantiated facts to outsell empty claims. (But if you're writing copy for Soraya the Psychic, you'll have to ask Soraya to divine the winning answer).
What do you think?