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

---

Google News Updated : Fri, 10 Oct 2008 23:49:19 GMT Conflict Resolution Marked Career of Nobel Laureate Martti Ahtisaari - Voice of America BBC News Conflict Resolution Marked Career of Nobel Laureate Martti Ahtisaari Voice of America - 2 hours ago By Andre de Nesnera Conflict resolution marked the career of former Finnish president Martti Ahtisaari who has received this year's Nobel Peace Prize for his efforts to secure peace in various regions of the world. Video: Ex-Finland President Wins Nobel Peace Prize AssociatedPress Martti Ahtisaari gets a deserved Nobel Peace Prize for a (failed) plan Times Online The Associated Press - Sydney Morning Herald - TIME - AFP all 1,240 news articles Publ.Date : Fri, 10 Oct 2008 21:23:27 GMT Wall Street, markets continue roller coaster - Bizjournals.com NEWS.com.au Wall Street, markets continue roller coaster Bizjournals.com - 2 hours ago A roller coaster week on Wall Street ended with the Dow Jones Industrial Average down 128 points Friday after bouncing back from almost 700 points down in the day. Video: Wild Swings Drive Morning Trading AssociatedPress Worst Week on Wall Street Ends Down ABC News WMBB-TV - Washington Post - WMDT - NEWS.com.au all 2,033 news articles Publ.Date : Fri, 10 Oct 2008 21:29:25 GMT Emptying the Pac-10 notebook - ESPN Los Angeles Times Emptying the Pac-10 notebook ESPN - 1 hour ago USC is a perfect 8-0 vs ASU this decade, last losing to the Sun Devils in 1999. Over the 8 wins, USC has averaged 39.8 PPG. The Trojans are going for their 400th victory at the Coliseum. Trojans sense an opportunity with Arizona State Los Angeles Times USC, ASU to avoid second Pac-10 loss International Herald Tribune AZ Central.com - East Valley Tribune - Arizona Republic - Examiner.com all 266 news articles Publ.Date : Fri, 10 Oct 2008 22:31:02 GMT Two Banks in Midwest Fail - Wall Street Journal WWJ Two Banks in Midwest Fail Wall Street Journal - 35 minutes ago By JEFF BATER WASHINGTON -- The Federal Deposit Insurance Corp. on Friday announced the closings of two banks, bringing to 15 the number of federally insured banks that have failed this year. Two banks fold, bringing total to 15 failures this year MarketWatch Regulators shut small banks in Mich., Ill. Forbes Bloomberg - Reuters - Detroit Free Press - WWJ all 37 news articles Publ.Date : Fri, 10 Oct 2008 23:14:00 GMT John McCain, Barack Obama on healthcare - Los Angeles Times Seattle Post Intelligencer John McCain, Barack Obama on healthcare Los Angeles Times - 21 minutes ago How workable are the presidential candidates' health reform plans? Here's a summary of their proposals and a list of online resources for more information. In this economy, don't count on comprehensive health reform Chicago Tribune Fact Check: Would Obama fine businesses that don't offer health care? CNN Political Ticker The New American - The Associated Press - MarketWatch - NJBIZ all 1,686 news articles Publ.Date : Fri, 10 Oct 2008 23:27:40 GMT Notes on a Milk Scandal - Wall Street Journal Canada.com Notes on a Milk Scandal Wall Street Journal - 5 hours ago By JOSEPH STERNBERG | FROM THE WALL STREET JOURNAL ASIA It's a question I'd never expected to spend much time thinking about. France pulls tainted Chinese food BBC News Tainted milk prompts new Chinese standards United Press International Voice of America - The Associated Press - Xinhua - RedOrbit all 2,270 news articles Publ.Date : Fri, 10 Oct 2008 18:28:15 GMT GOP Alleges Nonprofit Voter Fraud - CBS News Boston Globe GOP Alleges Nonprofit Voter Fraud CBS News - 27 minutes ago (CBS) This week Sen. John McCain and his running mate, Gov. Sarah Palin, went after one of the nation's leading voter registration groups which focuses its efforts minorities and low-income families and now being investigated for voter fraud. McCain Campaign Calls for Investigation of ACORN-Obama Ties Washington Post Voter fraud accusations mar presidential campaign The Associated Press New York Times - AFP - Chicago Tribune - Huffington Post all 1,109 news articles Publ.Date : Fri, 10 Oct 2008 23:21:41 GMT Data Feed Content for Web Pages Amazon Content

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

How You Can Find Freelance Copy Editing Jobs

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

10 Eye Popping, Jaw Dropping Ad Copy Secrets

1. Use a hand written letter on your ad copy... Read More

How To Make A Career Out Of Copyediting And Proofreading

Do you possess the qualities of a good proof reader?... Read More

The Truth About Negative Commands (Dont Read This!)

Everyday when I read promotional emails and advertisements, or listen... Read More

Why Your Advertising Copy is not the Most Important Part of Your Ad

If you own a shop in the middle of the... Read More

5 Ways to Instantly Improve Your Copy

1. Isolation technique It doesn't matter how good your... Read More

7 Easy Tips on How to Improve Your Sales Letter Instantly

Would you like to get more sales from your online... Read More

Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly

When it comes to search engine optimization, copywriting plays a... Read More

Segmenting Your Target Audience Through Your Copywriting

Ask any copywriter what the first commandment of copywriting is... Read More

Your USP is Useless

One of the keys to writing good marketing copy is... Read More

The Secret to Drilling Down Deep in Your Target Market

Here's another drill ripped out of the Field Guide for... Read More

Want to Make More Money as a Freelance Writer? Here are 10 Reasons To Consider Copywriting

Looking to chuck that full-time job for a life of... Read More

Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them

When you're writing or evaluating copy for a B to... Read More

Pulling Sales with Your Ad Copy

One of the best marketing tools available to your internet... Read More

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process

Whether you're an executive or a small business owner, chances... Read More

7 Powerful Sales Copy Writing Techniques!

Your sales letter is the most important component in your... Read More

7 Steps You MUST Take Before Writing a Word of Copy!

Copywriting ChecklistOkay, you know you have your product (or service)... Read More

Welcome Informed Criticism of Your Work

When you come to 'know' something, there is a temptation... Read More

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience

These days, you don't have to traverse the dark forest... Read More

The Write Way To Grow Your Business

Hone your writing skills to project a more professional business... Read More

Writing Copy for Voiceovers

As with any of the performing arts, an effective voiceover... Read More

3 Copywriting Tips - How To Edit For Mass Appeal!

Web copy that's intended to sell or generate leads needs... Read More

Who is Your Customer?

When you want to sell something?anything? you need to first... Read More

How to Write Adverts that Forces People to Respond

Think for a moment some day and consider the kind... Read More

How to Write for a Paper or Magazine

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