Copy that gives the buyer concrete reasons to believe and buy, not just claims. Championed by John E. Kennedy and Claude Hopkins at Lord & Thomas in the early 1900s.
For considered purchases, skeptical audiences, premium pricing and any claim that needs proof to be believed.
Hopkins's Schlitz campaign explaining filtered air and bottles washed by machine; a SaaS page showing exactly how a feature saves four hours a week; a contractor explaining why their quote includes permits.
The original direct-response play and still one of the strongest. Flagged when 'reasons' are adjectives instead of facts.
