Time to read: 1 minute 40 seconds
If you're writing sales copy, here's a tip:
Don't write statements without supporting evidence.
- They become weak statements which don't add to your sales argument.
- They don't further your prospect towards accepting your solution as the solution for their problem.
- And they give your prospect a chance to stop reading.
If you make any kind of claim, you should have proof of some sort to back this claim up.
This ensures your copy is credible; if your logic is sound, then it's hard for a prospect to disagree with your sales argument if you also show proof at the same time.
The Trend
The best forms of proof I'm seeing through the work done with my clients are results-based testimonials or case studies.
They provide specific evidence for situations and help overcome objections a prospect my have in their mind.
And to "super-charge" these results-based testimonials or case studies, do the following:
- Use proof that 'mirrors' your prospect's current situation
e.g. "As someone who's struggled to grow anything on my balcony garden before, especially tomatoes ..."
- Use proof that 'mirrors' your prospect's future goals
e.g. "... and now I'm able to finally sleep without any pills or changes to my routine."
- Use proof that directly mentions a common objection or concern
e.g. "... it seemed expensive, but once I used it, it's paid for itself a dozen times over and I kick myself for hesitating at all."
If you ask for before/after situations from your prospects you'll find your testimonials are naturally more persuasive and usable.
Rather than the normal useless drivel which usually goes along the lines of:
"It was great working with John, he was so helpful! I highly recommend him to anyone looking for a 'profession in 'location'".
This kind of testimonial is worthless.
When you leave reviews or testimonials for people PLEASE don't do this!
Think before/after and guide your clients to do the same.
That's it for today.
