Your prospects buy from people they trust. Thanks to the Internet, today’s prospects are more informed than past potential customers.
There’s no doubt about it. Readers of your marketing literature have become a knowledgeable group.
Oftentimes, before they see your copy, prospects already know where to find the best deals, how many other companies offer a similar service, and why your product may not be better than your competition’s.
Simply put, your prospects are pessimistic. That’s why it’s important you strategically design your writing so that it falls somewhere closer to “I can’t live without out it!” rather than “This is too good to be true.”
To get you started, here are six items that will help boost the believability of your next marketing piece.
1. Statistics. Credibility is often based on figures used to demonstrate a product’s benefits. Although statistics are extremely beneficial, their effectiveness lessens when you use certain numbers. Making the outcome too perfect will leave your reader guessing the truthfulness of your claim.
For example, almost every Saturday morning I see an infomercial for a stock picking software that uses customers’ comments to demonstrate how well the program works. People usually begin by explaining the simplicity of the software and then end by stating how much money they’ve made.
There’s no doubt about it. Readers of your marketing literature have become a knowledgeable group.
Oftentimes, before they see your copy, prospects already know where to find the best deals, how many other companies offer a similar service, and why your product may not be better than your competition’s.
Simply put, your prospects are pessimistic. That’s why it’s important you strategically design your writing so that it falls somewhere closer to “I can’t live without out it!” rather than “This is too good to be true.”
To get you started, here are six items that will help boost the believability of your next marketing piece.
1. Statistics. Credibility is often based on figures used to demonstrate a product’s benefits. Although statistics are extremely beneficial, their effectiveness lessens when you use certain numbers. Making the outcome too perfect will leave your reader guessing the truthfulness of your claim.
For example, almost every Saturday morning I see an infomercial for a stock picking software that uses customers’ comments to demonstrate how well the program works. People usually begin by explaining the simplicity of the software and then end by stating how much money they’ve made.
“I made $4,338 in just six weeks.”
or
“The software told me which stock to buy at the right time,
so I made $367 in just 24 hours.”
or
“The software told me which stock to buy at the right time,
so I made $367 in just 24 hours.”
Even amounts are noticeably missing from the infomercial. That’s because someone who claims to make $10,000 in 30 days is much less believable than another person who made $9,346 for the simple fact the first dollar figure seems too perfect.
2. Stories. People think in images -- not words. So what better way to get your prospects visualizing using your product than with a story? An added bonus is that a well-written story will also create curiosity.
Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenues.
Dear Reader:
On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both -- as young college graduates are -- were filled with ambitious dreams for the future.
Recently, these men returned to their college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was manager of a small department of that company. The other was its president.
Not only does this story create curiosity, it appeals to a common reason why people buy anything -- a desire to be perceived as successful.
3. Testimonials. I frequently stress using testimonials in all types of marketing literature for one simple reason: they build your prospects’ trust. Your prospects seek out testimonials to determine if your product has worked well for someone who is similar to them. In fact, some will skip much of your copy just so they can read your testimonials.
One place you’ll often find people praising a product is on book covers. Here’s an example from a book I recently purchased:
“When I implemented Mark’s simpleology formula, I immediately tripled my production while simultaneously cutting my working hours. Amazing!”
-- Frank Rumbauskas, New York Times, bestselling author of Never Cold Call Again!
The best testimonials offer a specific result by telling a brief story, instead of simple statement such as “I liked your book.” In the case of the above testimonial, the result of reading the book was tripled production. What made the testimonial even more effective was the use of an actual person who could be verified with a little research. (Note: Replacing names with initials does not boost believability.)
One technique used by some copywriters is leading a marketing piece with a testimonial. In addition to prepping your prospect for a positive experience, the quotes around the testimonial will capture your readers’ interest. This is because people’s eyes are drawn to information surrounded by quotes.
4. Honesty. Plain and simple, honesty builds believability. People have a knack for finding false claims and deceitful practices. Unfortunately, you see these far too often with companies touting phony testimonials, unrealistic prices or “urgent” notices mailed in ridiculous envelopes. You can fool a prospect once ... maybe even twice ... but honesty will serve you best over the long run.
5. Enthusiasm. If you don’t believe in what you’re writing, how can you expect to convince your prospects? Your enthusiasm (or lack thereof) is contagious. When you’re truly excited about your product, your prospects won’t be able to ignore your writing because the passion will radiate from your words.
Someone whose work is characterized by enthusiasm is Josh Towbin, a master motivator better known as “Chop” from the reality program King of Cars on A&E television. By conveying his enthusiasm and a true love of cars, people go out of their way to buy from his Las Vegas dealership. This achievement is especially impressive given the fact that car sales is often perceived as a dishonest industry.
An added bonus of displaying enthusiasm in your copy is that it will help prospects feel happy about making a purchase. To get them excited, stress the benefits of your product as much as possible. However, don’t get these benefits confused with your product’s features. While features are facts, benefits explain why those facts are important to your prospects.
6. Originality. I recently met with someone to discuss copy for an advertisement designed to promote a company’s line of refurbished copiers. The client, who owned an advertising agency, encouraged me to brainstorm some creative headlines that would not only attract positive attention, but also stir some controversy.
I started generating ideas almost immediately, so I quickly sat down with a stack of images and started writing. The brainstorming was fun, and I truly believed my edgy headlines were perfect for the advertisement.
A few weeks later I received an e-mail with the final proof ... that didn’t include one of my headlines. Instead, above an image of a copier were the words “Got Copier?” -- a reference to the slogan made famous during the “Got Milk?” campaign of the early 1990s.
Even with “insider” knowledge, the lack of originality in the advertisement left me doubting the quality of the company and its products. I’m almost certain most prospects felt the same way when they saw the full-page spread that ran on the back of a local business publication.
Remember, people are eager to play a part in something new. Your marketing literature provides a great opportunity to get creative with your writing and offer an original item that will cause excitement.
2. Stories. People think in images -- not words. So what better way to get your prospects visualizing using your product than with a story? An added bonus is that a well-written story will also create curiosity.
Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenues.
Dear Reader:
On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both -- as young college graduates are -- were filled with ambitious dreams for the future.
Recently, these men returned to their college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was manager of a small department of that company. The other was its president.
Not only does this story create curiosity, it appeals to a common reason why people buy anything -- a desire to be perceived as successful.
3. Testimonials. I frequently stress using testimonials in all types of marketing literature for one simple reason: they build your prospects’ trust. Your prospects seek out testimonials to determine if your product has worked well for someone who is similar to them. In fact, some will skip much of your copy just so they can read your testimonials.
One place you’ll often find people praising a product is on book covers. Here’s an example from a book I recently purchased:
“When I implemented Mark’s simpleology formula, I immediately tripled my production while simultaneously cutting my working hours. Amazing!”
-- Frank Rumbauskas, New York Times, bestselling author of Never Cold Call Again!
The best testimonials offer a specific result by telling a brief story, instead of simple statement such as “I liked your book.” In the case of the above testimonial, the result of reading the book was tripled production. What made the testimonial even more effective was the use of an actual person who could be verified with a little research. (Note: Replacing names with initials does not boost believability.)
One technique used by some copywriters is leading a marketing piece with a testimonial. In addition to prepping your prospect for a positive experience, the quotes around the testimonial will capture your readers’ interest. This is because people’s eyes are drawn to information surrounded by quotes.
4. Honesty. Plain and simple, honesty builds believability. People have a knack for finding false claims and deceitful practices. Unfortunately, you see these far too often with companies touting phony testimonials, unrealistic prices or “urgent” notices mailed in ridiculous envelopes. You can fool a prospect once ... maybe even twice ... but honesty will serve you best over the long run.
5. Enthusiasm. If you don’t believe in what you’re writing, how can you expect to convince your prospects? Your enthusiasm (or lack thereof) is contagious. When you’re truly excited about your product, your prospects won’t be able to ignore your writing because the passion will radiate from your words.
Someone whose work is characterized by enthusiasm is Josh Towbin, a master motivator better known as “Chop” from the reality program King of Cars on A&E television. By conveying his enthusiasm and a true love of cars, people go out of their way to buy from his Las Vegas dealership. This achievement is especially impressive given the fact that car sales is often perceived as a dishonest industry.
An added bonus of displaying enthusiasm in your copy is that it will help prospects feel happy about making a purchase. To get them excited, stress the benefits of your product as much as possible. However, don’t get these benefits confused with your product’s features. While features are facts, benefits explain why those facts are important to your prospects.
6. Originality. I recently met with someone to discuss copy for an advertisement designed to promote a company’s line of refurbished copiers. The client, who owned an advertising agency, encouraged me to brainstorm some creative headlines that would not only attract positive attention, but also stir some controversy.
I started generating ideas almost immediately, so I quickly sat down with a stack of images and started writing. The brainstorming was fun, and I truly believed my edgy headlines were perfect for the advertisement.
A few weeks later I received an e-mail with the final proof ... that didn’t include one of my headlines. Instead, above an image of a copier were the words “Got Copier?” -- a reference to the slogan made famous during the “Got Milk?” campaign of the early 1990s.
Even with “insider” knowledge, the lack of originality in the advertisement left me doubting the quality of the company and its products. I’m almost certain most prospects felt the same way when they saw the full-page spread that ran on the back of a local business publication.
Remember, people are eager to play a part in something new. Your marketing literature provides a great opportunity to get creative with your writing and offer an original item that will cause excitement.
