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 ad they said nothing more than “fill out 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 ad responded to collect their $100 bill.
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.
STATE YOUR CREDENTIALS If you’re creator of product, what makes you qualified? What kind of research went into developing product? How long did you spend creating it? What’s your background, and how does it apply to making your product best it can be?