Dissolving Buyer Scepticisim ... A Lesson In Copywriting

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.

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.

Kris@wordsthatsell.com.au

---

How to Write Ad Copy that Sells

When I write copy for my advertising clients, I always... Read More

Prevent Procrastination With Positive Pressure

My wife and I recently bought a house.It's currently being... Read More

Write Hard-Hitting Headlines With Magic Words That Sell

Writing a killer headline for your copy is simple! You... Read More

7 Formulas for Articles That GET READ!

Many of us have been asked to write an article... Read More

Is Freelance Hiring Right For You?

Assume you were faced with the task of hiring a... Read More

How You Can Find Freelance Copy Editing Jobs

Even for those with the skills needed, finding copy editing... Read More

How Ghost Writing Articles And Booklets Can Earn You Big Money!

Do you want to make $5000, $10,000 or more every... Read More

Ten Eye Popping, Jaw Dropping Ad Copy Secrets

In order to make more sales and get more profits... Read More

How to Write for a Paper or Magazine

l. Introduce yourself to the editor of your local newspaper.... Read More

10 Tips for Writing Effective Web Copy

On the Internet programmers and designers rule, not the writer.... Read More

Copywriting Tricks: Nailing the Voice

Professional copywriters are well-familiar with what's commonly referred to as... Read More

On Copying and Stealing Designs

The notion on the great artist, Pablo Picasso's quote, "Bad... Read More

10 Things You Should Expect From Your Website Copywriter

As websites and electronic commerce are becoming more and more... Read More

Increase Freelance Sales With an Online Resume!

Freelancing is a competitive business, especially in today's fast-paced, e-focused... Read More

Copywriting Makeover: Making An Emotional Connection - Part 2 of 2

In part one of this article series we began looking... Read More

Writing for People and Search Engines

Writing for the search engines is much different than writing... Read More

Give Me $1 And Ill Have A Powerful Marketing Weapon

One of my most powerful marketing weapons costs me less... Read More

3 Tips For Writing Content That Will Make You Sales

Content is king. Without content your website is an empty... Read More

Hook Your Direct Mail Sales Letter Readers With Good Transition Sentences

Anglers in Maine catch trout using dry flies with barbless... Read More

Common Mistakes That Can Kill Your Web Copy

Sometimes learning what not to do is as important as... Read More

Power Keys To Writing Power-Packed Marketing Copy

In order to maximize your sales efforts and fully seize... Read More

Should You Use Testimonials When You Create A Web Site?

You've probably seen web sites with testimonials - they can... Read More

How to Start and Sustain a Career as a Freelance Writer

Have you wondered how you can make a career writing... Read More

5 Critical Mistakes Most Freelance Copywriters Make

Think you have what it takes to be a freelance... Read More

The Five Rules Of Influential Web Writing

Building a professional reputation requires a campaign founded on your... Read More