Francis Lui |
Francis Lui is a freelance copywriter with a specialty in IT
copywriting. In addition to his copywriting skills, he has a technical
background in IT -- a rare combination. To learn about his services and
how to get him to write hard-hitting copy for you, rush over to http://www.francislui.com/. |
Francis Lui
has written 12 articles for SB Informer. |
View all articles by Francis Lui... |
How to Defeat Your Prospect's SkepticismFrancis Lui
March 12, 2009
Prospects today are skeptical. Many of them have been fooled in the
past and won't readily believe you. Some of them have been taken
advantage of. If prospects are too skeptical of your product or
service, they're not going to buy.
So how do we get around this problem? We solve this problem by giving proof.
There are many types of proof you can include. Here's a list:
* Testimonials * Endorsements * Reputable experts * Statistics * Research * Positive reviews * Credentials * Track record * Years of experience * Awards * Number of sales * Better Business Bureau Accreditation * Samples * Client list * Screenshots for software products * Features * Graphs * Pictures of the product * Diagrams * Titles such as M.D. or Ph.D. * Video or audio testimonials * Results achieved by customers or clients * Articles to demonstrate expertise * Portfolio * Quoting passages from books * Photos of satisfied customers * Demo versions or free trials for software products * Relationships with other reputable companies * List of award-winning products in the past * Certificates * Free consultations * Size of the company * Number of products released to date * Professional appearance * Demonstrations
When
including proof in your copy, make sure you include just enough proof.
Don't include too much proof otherwise it'll turn into an academic
lecture that will bore the prospect. At the same time, too little
proof will leave the prospect too skeptical to buy. So include just
enough proof.
So remember to add proof to your copy. Prospects
are skeptical and need proof before they'll believe you. Once you've
won their trust, they'll gladly buy your products or services.
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