When making a purchasing decision, people have their "rip off radars" on high beam. They're wary and so they should be -- after all, they're about to spend money so they want to be sure they're not going to get ripped off, AND they want to be sure they're going to get absolute best return on their advertising dollar.
Anyone can claim something generates great results. And they often do.
Here are some ways to dissolve scepticism and prove your claims:
You can never underestimate power of testimonials. Testimonials will add enormous power to your copy. Because a 'real' third person is backing you up, your claims have much more credibility. The best testimonials to use are ones that tell about specific results a client has achieved. eg.
"Our turnover has more than DOUBLED in last financial year, during a recession and much of that has been due to your great service."
"I lost 16 kgs in just 6 weeks and it was so easy"
2. Test results
Prove to your prospects that your product or service really works by including any test results that prove that or position you above your competitors. Make sure that they are independent tests so they are seen as being reliable. Statistics can also work wonders in backing up your claims.
3. Money back guarantee
When prospects are deciding between companies and between products there is always a conscious or subconscious fear in back of their minds... a fear that they are going to be ripped off, or product isn't going to live up to its promises. After all, your prospect is about to hand over money so he/she wants to make sure it is money well spent.
There are many ways (including ones mentioned in previous sections) to prove to your customers reliability and quality of your service or product but none of them compare to offering a guarantee.
If you offer a powerful money back guarantee, you are showing your prospect that you are willing to stand behind your product. You are willing to put your money where your mouth is. You are willing to risk a refund because you believe in product so much.
You've probably seen some businesses using a half hearted approach at offering guarantees. These simply don't work. eg. Personal service guaranteed. A guarantee is useless unless you offer a refund or replacement as a result of not living up to that guarantee. You need to state these terms in your guarantee.