| When your prospect reads your ad, you want to | | | | stand behind their product!" |
| make sure he believes any claims you make about | | | | 8. If you can swing it, adding a celebrity endorsement |
| your product or service. Because if there's any doubt | | | | will always help to establish credibility. Heck, if 'ol honest |
| in his mind, he won't bite, no matter how sweet the | | | | Abe Lincoln recommended your product and backs up |
| deal. In fact, the 'too good to be true' mentality will | | | | your claims, it must be true! Ok, you get the idea, |
| virtually guarantee a lost sale...even if it is all true. | | | | though. |
| So what can you do to increase the perception of | | | | 9. When it makes sense, use 3rd party testimonials. |
| believability? Because after all, it's the perception you | | | | What are 3rd party testimonials? Here's some |
| need to address up front. But of course you also must | | | | examples from some Web site copy wrote when |
| make sure your copy is accurate and truthful. | | | | there weren't many customer testimonials available |
| Here are some tried and tested methods that will help. | | | | yet: |
| 1. If you're dealing with existing customers who already | | | | "Spyware, without question, is on an exponential rise |
| know you deliver as promised, emphasize that trust. | | | | over the last six months." |
| Don't leave it up to them to figure it out. Make them | | | | - Alfred Huger, Senior Director of Engineering, |
| stop, cock their heads, and say, "Oh, yeah. The ABC | | | | Symantec Security Response (maker of Norton |
| Company has never done me wrong before. I can | | | | security software) |
| trust them." | | | | "Simply clicking on a banner ad can install spyware." |
| 2. Include real testimonials from your satisfied | | | | - Dave Methvin, Chief Technology Officer, PC Pitstop |
| customers. Be sure to put full names and locations, | | | | A deployment method is to "trick users into consenting |
| where possible. Remember, "A.S." is a lot less | | | | to a software download they think they absolutely |
| believable than "Andy Sherman, Voorhees, NJ." If you | | | | need" |
| can also include a picture of the customer and/or a | | | | - Paul Bryan, Director, Security And Technology Unit, |
| professional title, that's even better. It doesn't matter | | | | Microsoft |
| that your testimonials aren't from somebody famous | | | | Do you see what was done? |
| or that your prospect does not know these people | | | | The above example took quotes from experts in their |
| personally. If you have enough compelling testimonials, | | | | respective fields and turned them to the product |
| and they're believable, you're much better off than not | | | | seller's side. But_be sure to get their consent or |
| including them at all. | | | | permission from the copyright holder if there's ever |
| 3. Pepper your copy with facts and research findings | | | | any question about copyrighted materials as your |
| to support your claims. Be sure to credit all sources, | | | | source. |
| even if the fact is common knowledge, because a | | | | Note that an emotional hot button was also pushed: |
| neutral source goes a long way towards credibility. | | | | fear. |
| 4. For a direct mail letter or certain space ads where | | | | It's been proven that people will generally do more to |
| the copy is in the form of a letter from a specific | | | | avoid pain than to obtain pleasure. So why not use |
| individual, including a picture of that person helps. But | | | | that tidbit of info to your advantage? |
| unlike "traditional" real estate letters and other similar | | | | 10. Reveal a flaw about your product. This helps |
| ads, I'd put the picture at the end near your signature, | | | | alleviate the "too good to be true" syndrome. You |
| or midway through the copy, rather than at the top | | | | reveal a flaw that isn't really a flaw. Or reveal a flaw |
| where it will detract from your headline. And...if your | | | | that is minor, just to show that you're being "up front" |
| sales letter is from a specific individual, be sure to | | | | about your product's shortcomings. |
| include his credentials to establish him as an expert in | | | | Example: |
| his field (relating to your product or service, of course). | | | | "You're probably thinking right now that this tennis |
| 5. If applicable, cite any awards or third-party reviews | | | | racket is a miracle worker-and it is. But I must tell you |
| the product or service has received. | | | | that it has one little...shortcoming. |
| 6. If you've sold a lot of widgets, tell them. It's the old | | | | My racket takes about 2 weeks to get used to. In fact, |
| "10 million people can't be wrong" adage (they can be, | | | | when you first start using it, your game will actually get |
| but your prospect will likely take your side on the | | | | worse. But if you can just ride it out, you'll see a |
| matter). | | | | tremendous improvement in your volleys, net play, |
| 7. Include a GREAT return policy and stand by it! This | | | | serves, ..." And so on. |
| is just good business policy. Many times, offering a | | | | There's a tendency to think, with all of the ads that we |
| double refund guarantee for certain products will result | | | | are bombarded with today that every advertiser is |
| in higher profits. Yes, you'll dish out more refunds, but if | | | | always putting his best foot forward, so to speak. And |
| you sell three times as many widgets as before, and | | | | I think that line of reasoning is accurate, to a point. |
| only have to refund twice as much as before, it may | | | | But isn't it refreshing when someone stands out from |
| be worth it, depending on your offer and return on | | | | the crowd and is honest? In other words, your reader |
| investment. Crunch the numbers and see what makes | | | | will start to subconsciously believe that you are |
| sense. More importantly, test! Make them think, "Gee, | | | | revealing all of the flaws, even though your best foot |
| they wouldn't be so generous with returns if they didn't | | | | still stands forward. |