Remember pizza chain that had franchises cropping up like weeds because they offered to have a pie at your door in 30 minutes or less? That’s power of positioning, and reason this pizza chain experienced such fast growth. And in a moment I’m going to detail how you can use positioning to sell more of your product.

But first I want you to understand what positioning is…

Positioning is looking at your competition and deciding how you’re different than them. It’s finding one strong benefit that your product has that’s not available anywhere else and that your prospects will view as something desirable.

Take pizza franchise…

When people are hungry, they don’t want to wait to get their food. Sure, they might like corner pizza shop that makes a great pie, but if they’re really hungry they might not want to wait 45 minutes to an hour.

So in walks a pizza chain that guarantees they’ll get you your pizza in 30 minutes or less or you don’t pay. Business explodes.

And take a look at video chain that offers guaranteed available rentals. Instead of heading down to corner video store on a busy Friday night praying movie you want will be available, you can drive to place where you know it’s going to be ready for you to rent.

The results of this test ad was startling…

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

The lesson?

Even if you’re offering 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 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 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.