Make Prospects Believe That What You Say Is The Truth Everytime!

I read an article recently where a direct mail company
placed an ad offering a crisp $100 bill to anyone that would
respond to their offer. But in the ad they said nothing more
than “fill out the form below and return it for your FREE
$100 bill.”

The results of this test ad was startling…

Even though they ran their ad in a large circulation
publication, not a single reader of the ad responded to
collect their $100 bill.

The lesson?

Even if you’re offering the world to your prospects they
won’t take you up on your offer if there’s a doubt in their
mind.

Of course, there are a lot of different factors that make a
sales letter effective. But if you feel you have an offer
that’s wanted by your target audience, if you’re throwing in
a bundle of free, desirable benefits, and if you’re still
not converting like crazy, then you have to wonder if people
believe what you’re telling them.

Credibility is king, and to make your sales letters and ads
work, you have to make a strong argument as to why you
should be believable.

So, here’s a few ways to add instant credibility to your
offer and make your prospects believe that what you’re
telling them is the truth.

TELL THE PROSPECT THE DOWNSIDE OF YOUR PRODUCT
Telling a prospect what’s wrong with your product can
actually build credibility. For instance, I could say,
“Unfortunately, these new Shark’s Teeth Scissors won’t cut
through everything. But when was the last time you needed to
cut through titanium?” It shows that you’re realistic about
your products abilities, and assures them you’re not
overstating.

STATE YOUR CREDENTIALS
If you’re the creator of the product, what makes you
qualified? What kind of research went into developing the
product? How long did you spend creating it? What’s your
background, and how does it apply to making your product the
best it can be?

USE CUSTOMER TESTIMONIALS
Good products get fantastic testimonials. And by using them
in your sales letter you’re showing that everyday people
just like your prospects have found your product to be as
described. To further build credibility, ask the creators of
your testimonials if you can use their URL or email address
as further proof that these comments came from real people.

SHOW STATISTICS
Detailing how well your product has worked under certain
circumstances is a solid credibility builder. Use customer
testimonials, tests run by you, or even have a control group
use your product and record the results.

WRITE A CREDIBLE GUARANTEE
A strong guarantee builds credibility because it assures the
prospect that what you’re claiming is the truth. And a
really powerful way to write a strong guarantee is to detail
everything they’ll get with your product. For instance,
“Shark’s Teeth Scissors are guaranteed to cut through
everything from the thinnest paper to the thickest plastic,
are guaranteed to never rust or need sharpening, and will
never need to be replaced.” Then back it up by saying that
if they find any of the above untrue, simply return the
product for a complete refund.

With the ammunition above write your next sales letter with
the goal of creating credibility in you as well as your
product. If you do it effectively, you’ll be amazed by the
results.

About the Author

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