How to Prove Your Case
So far, you’ve crafted a letter that’s pulled the reader into the copy, right down to your list of benefits where you intend to do some hard-core selling. But let’s face it, in the back of your prospect’s mind, she’s probably saying, “Yeah right, this is too good to be true.”
And even if it’s not too good to be true, some people simply won’t believe you. After all, anyone can put a letter on the Web and make whatever crazy claims he/she wants to make.
That means as you build your case, you need to do a few things: Prove your case using facts and figures, be specific to increase credibility, and get testimonials from others. The first and second item on this list may go hand in hand to further increase your credibility.
So what do I mean by “facts and figures?”
Consider some of the examples you see in other advertisements. For example, you’ll hear a statement that “four out of five dentists prefer this brand of gum.”
AquaFina bottled water recently created a television commercial that talks about how many times they filter and purify their water.
Dove soap talks about being . moisturizing cream and being 99.9% pure.
All of these are good examples of using facts and figures to talk about your product. You can talk about facts directly related to the product and/or how it’s made or you can talk about a measurable change people experience when they use the product (e.g., “95% of people who followed this diet lost 10 pounds in two months.)
You may even use some sort of case study or even a scientific experiment where you share specific, measurable results obtained by users. If you can get an unbiased third party to collect the data and report the findings, all the better… and all the more credible.
The second way you can lend credibility to your letter and help prove your case is to be specific.
Notice in the above Dove example that they claim to be 99.9% pure. For all practical purposes, they could call their soap 100% pure – and for all we know, maybe it IS 100% pure. But Dove chose to say 99.9% pure, as that’s a more believable figure.
Another example: Let’s suppose we go back to the example where a certain percentage of people lost 10 pounds on the diet. To increase believability, the marketer should state the exact figure, such as, “95% of participants lost 10.4 pounds in two months.”
See the difference? Ten pounds is a good number – 10.4 pounds is even better.
A final example: Let’s suppose you are talking about money. Instead of saying, “you can make up to $1500 in your free time,” be specific and say, “you can make up to $1567.33 in your free time.” Do you see how the more specific number is the more believable number?
Finally, one of the very best ways to prove your case is to provide testimonials from others.
Everyone knows that a marketer is of course going to toot his own horn about his products. That’s to be expected, and many people view this with a fair amount of skepticism. However, when an unbiased third party recommends the product, we sit up and take notice.
Think about it for a moment and you’ll see examples of this in your own life. For example, let’s suppose you saw an advertisement in the newspaper for a new pizzeria in your neighbourhood. And let’s further suppose that this new place claimed to have the best pizza in the region.
Would you believe it? Probably not. Naturally you would be skeptical since you know plenty of other places that serve good pizza.
Now suppose that you overheard two people on the street talking about the pizzeria, and they confirmed that yes, the new place DOES have the best pizza in the region.
Would you believe it? Absolutely! After all, these two people have nothing to gain by sharing their experiences. Assuming these two people really are unbiased third parties, their conversation is likely to erase your skepticism.
And so it is with your sales copy. Every time you make a big promise or talk about a benefit, your prospect is saying to himself, “Yeah, right” with disbelief.
But the more proof you can roll out from unbiased third parties, the more credible you become.
TIP: Since your testimonials can be used to back up your claims, one way to handle it is to put specific testimonials immediately following specific claims.
For example, let’s suppose your sales letter for a diet book talks about how many pounds people can lose using your program. Immediately following this claim, you can use a testimonial that supports it: Specifically, where a third party talks about exactly how much weight they lost in what time frame.
Another example: Let’s suppose you talk about how easy the weight loss program is to follow. People think diets are difficult, so they’ll be skeptical. This then would be a good place for you to place a few testimonials from people raving about how easy it is to follow the diet.