Why Your Sceptical Reader Doesn’t

Trust You or Buy From You And How

To Overcome This

 

         

You’ve hooked your reader into reading your sales piece with a big promise. They’ve read it. But the *******  haven’t bought from you. You’re not making your fortune. It’s enough to drive you to drink!! Why the lack of sales?

 

Quite simply your reader doesn’t trust your web page, sales letter, ad or whatever.

 

They simply don’t believe you. They don’t trust your ad. They don’t really want to buy from you.

 

Here’s why…

 

You see your reader has been burnt too many times before. They’ve wasted their hard earned money on things which didn’t do what the ad said it would. So they’re very sceptical of you. They don’t really trust you.

 

After all you want their money, Right? Of course you do.

 

So you’ve reached an impasse. Stalemate. You’re desperate to sell whatever to them. They’re unwilling to buy…or are they?

 

What if you provided something which gained their trust. Turned a reader into a customer. What is that mysterious something?

 

Well how about adding some rock sold, cast iron PROOF?

 

Proof is the second most important thing in a sales promotion. And remember proof is what is needed to help justify to your prospect that buying from you is the right thing. It helps back up their emotional reason for buying.

 

So what forms of proof can you include to make your ads stronger? And more believable?

 

Admit your product isn’t totally perfect. Nobody believes in a perfect product. So if you reveal a flaw people will find this more believable. This carries more conviction then hype. And if you admit your product isn’t perfect then you’re more likely to gain your readers’ trust.

 

Use testimonials from satisfied customers. And plenty of them.

 

Get quotes from experts who favour your products. Engineers, doctors, dieticians

 

Use celebrity endorsement.

Also newspaper, TV and radio. “…As seen on CBC, in The Wall Street Journal, on the Oprah Show…”

 

Use specific numbers. Not 5,000 delighted customers - 4, 978 customers.

Not 100% of our customers like XYZ  – 96.5% of our customers love XYZ.

 

Give the names of other companies using your services.

 

Give reasons why the promises you’re making are believable.

 

Show what your product has done. Not what it’s supposed to do.

 

Tell your market about any awards you’ve won.

 

Offer a FREE sample. If you’re willing to get your customer to stick their hand up for a free sample then you could be on the way to winning a new customer.

 

Offer a guarantee. Here’s the conversation running through your prospect’s mind; “If you’re offering a no-risk guarantee… the… heck you must be good. Other wise you wouldn’t stay in business very long would you?” OK I’ll buy.

 

Use before and after photographs.

 

So think about which elements of proof you can use. And see your sales multiply.