Proof

March 19th, 2010 Posted in Business Monitoring and Reporting, Creating Sales Opportunities, Making Sale, Offline Marketing, Targeting Top Customers, Testimonials, Unique Business Advantage

Proof

Proving what you’re claiming is true has a lot to do with credibility, but it’s
more along the lines of presenting your offer and your claims in a believable
way. Understand, people won’t “buy” your claims unless you back them up with
“proof” that’s presented to them in a believable way.

Being honest is important – but what’s even more important as far as
generating sales goes, is that you must be perceived as being honest. You see,
creating powerful, compelling offers is great – and yet powerful, compelling
offers can be their own booby-trap. Let me explain.

When you present your prospects with an irresistible offer, one that sounds
“too good to be true” even if it’s totally “legit”, it makes them wonder if it is true.
Therefore, a powerful offer that sounds fantastic can sometimes be it’s own worst
enemy. That’s why, immediately following the offer, we pump our prospects
with “credibility boosters” and then give them “proof” that what we’re saying is
true, and that the offer is for real.

You can prove what you’re claiming is true through the use of facts, quotes,
and anecdotes that communicate a desired benefit or outcome (case studies). The
key here is you must test, and test, and test. These are the three rules for
advertising success . . . Test, Test, Test!

Testing is the backbone of all successful ads and sales letters. You see, you
can do thorough market research, you can write dozens of ads and sales letters
hoping they’ll work, but there’s only one way to know for sure whether or not
they’ll make the money you want . . . and that is to run the ad or mail the letter.

Some of the most powerful “proof” you can give your prospects is through
telling them the honest reasons why you’re making such a powerful offer. This is
very important, especially if your offer is “overly” powerful. Telling the reasons
‘why’ is an age-old, proven way to let people “in” on the thinking behind your
offer. Let me give you an example:

“Why am I offering you such an irresistible, no-risk offer? . . . Am I crazy? No! But what I am, is this: I’m interested in your success – for if you succeed using my widget, you’ll be back for more. And if you come back for more – I’ve
created a lifetime income for myself.

If you look at it that way, my no-risk offer makes sense doesn’t it? That’s the
reason why I’m making you such a powerful, risk-free offer.

Besides that, I need some new testimonials to use in my advertising – and I
know you’ll make more money with my widget in your hand . . . more than you’d
ever make using one from our competition.”

Do you see the logic there? It’s usually just a matter of telling your
prospects the honest-to-goodness reason why. Of course, using the reason why
won’t work if you’re not honest, or if what you’re selling is a “scam”.

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