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 the 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:
1. Testimonials
You can never underestimate the 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 the 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 the back of their minds... a fear
that they are going to be ripped off, or the 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 the ones mentioned in previous sections) to
prove to your customers the 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 the 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.
4. Case studies
Give an example of a before and after situation relating to one of your
clients. This helps build credibility and it also helps your reader picture
themselves owning the product. For examples of case studies in action just
click here
5. Comparison chart
If the features and benefits of your product are proven to be better than
that of your competitors, use a comparison chart which illustrates this.
Your sales arsenal
So you're about to meet with a prospective client to sell them your products
or services. You're fairly clear on what to say to them to excite them about
doing business with you but unless you're in a position to ensure that they
sign up on the spot or if there are the minute they leave your premises.
If your prospective client needs to go back and think about your proposition
and/or if there's another decision maker involved, it's very important that
you leave them with something that will ensure they stay excited about using
your services. Not only that, it's also important that the information they
take away helps handle any objections they may have.
Professional looking corporate profile which gives details of your company
history, your products and services and most importantly, the benefits of
doing business with you. The more professional this document looks, the more
professional your company will look in the eyes of your prospect.
What clients say... a list of testimonials with punchy headlines (the more
the better)
Imagine getting results like these - a sharp list of results you've
achieved for clients (a paragraph or two on each one)
Client Success Stories - This is a more comprehensive case study document
which gives a before and after picture.
Quality colour copies of any press coverage you have received
Frequently asked questions document which addresses the most common
objections or fears felt by prospects
About the Author
Kris Mills of Words that Sell is a seasoned copywriting professional and
author of "How to Create a Sales Explosion With Every Ad and Letter You
Write". More information on this popular guide can be found at
http://www.synergie.com.au/explosion.htm, or check out more of Kris'
many copywriting articles at www.advicegalore.com.