As I’m sure you know everything in Hollywood is fake:

If you read the Wikipedia page of any actor you might notice something…

They all seem support some or other charity. 

Why do they do this is?

Is it because actors want to, “Give back…”

No, the reason why they do this is mostly for publicity. It’s basically to boost their public image as a good person. It’s one of the secrets to becoming a powerful A-list celebrity and part of the business of being a movie star. The point I’m trying to make is that you shouldn’t trust people who seem too nice.

People who seem perfect usually aren’t.

Even worse they are often hiding something.

For example, I was going to work for a guy who wanted me to write blog posts. To do this I had to read through his blog. What I immediately noticed was that he went on and on about what a good person he was. How he supported this or that charity and how much he loved his wife and kids and all that. But in the end he turned out to be a complete scum bag. He basically took my posts and used them and never paid me a cent.

(Oh well lesson learnt get the money upfront.)

What does this have to do with copywriting?

There’s a technique known as, “Admitting to a damaging flaw.”

You basically want to reveal that your product or service isn’t perfect.

Doing this makes you seem more human and relatable and strengthens belief.

It’s something you should do in every piece of copy you write.

Remember, perfect is boring and totally unbelievable.