a statement or stating a fact - make it specific. It takes a little more digging or research but it's well worth it.     That often quoted passage, "the truth shall set you free" should be revised to "the truth shall set you financially free"! Your mother always told you tell the truth and you didn't know that she meant in your advertising also.   Here's an example: John E. Powers, one of the top copywriters in the 1900's, wrote this ad for a Pittsburgh department store in severe financial trouble:   * * *   "We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and *buy* tomorrow, we shall have the money to meet them. If not, we shall go to the wall."   * * *   Instead of yelling 'SALE' like so many other stores would, he's telling the truth about why people should spend their money at this store. And this ad was said to be responsible for saving the store.   Another ad written by Powers, for a different merchant, proclaimed "We have a lot of rotten raincoats we want to get rid of." This sold out the entire inventory of raincoats by the next morning. Hey, it was the truth and it worked!   Here's something else, you should try to include a "damaging admission". This will dramatically boost your credibility and truthfulness in the eyes of your prospects. Here's what I mean:   Joe Karbo, famous for his book "The Lazy Man's Way to Riches" wrote this in his often copied ad:   * * *     "I used to work hard. The 18-hour days. The 7-day weeks. But I didn't start making big money until I did less - a lot less. For example, this ad took me about 2 hours to write. With a little luck it should earn me 50, maybe a hundred thousand dollars.       What's more, I'm going to ask you to send me 10 dollars for something that'll cost me no more than 50 cents. And I'll try to make it so irresistible that you'd be