|
Author: Kris Mills Article source: http://www.theallineed.com/. Used with author's permission.
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
An Introduction to the World of Embroidery
Embroidery is an old hobby that's made a succesful transition to the internet.
Using Amino Acid Supplements
Amino acid supplements and amino acid food intake can bring various health benefits to those seeking wellness of mind and body.
What I Learnt Losing £60,000 My First Year as a Full-time Trader
During my first year as a local (independent trader) on the floor of LIFFE, I bought and sold 8804 FTSE futures contracts, about 40 contracts per day on average...
Ten Tips For Setting (And Keeping) Life Changing Resolutions
It's time for that annual ritual of making (and breaking) our New Year's resolutions. There is something about the idea of being able to start over that motivat...
How to Create a Profit Pulling Unique Selling Proposition in 4 Easy Steps
Here's a little exercise that will help you get a good start on creating your unique selling proposition.
Tricks of the Trade: Design your Booth for Maximum Impact
The fight for your customer's attention at a tradeshow has never been so intense. Budget cutbacks in the travel sector means that buyers spend less time than ev...
The Art of Giving
In the pursuit of the life we dream of, this journey we are on for
successful living, the focus is usually on figuring out what it is exactly
that we want and t...
How Many Calories Are Too Many
In today's bustling world we are constantly surrounded by media hype about "Weight Loss" and "Calorie Controlled Diets". As a Nutritional Therapist, I am often...
Overcoming The Fear Of Money
Many people, it seems, have a fear of money. Does the thought of having a lot of money make you uncomfortable? Cause you anxiety? If so, it may be that you a...
Farm Expired Listings For Big Commissions
The most successful Realtors and Real Estate Agents have "lead
generating systems." Some Farm Expired Listings for huge profits.
Blogs: The New E-Tool
Blogs are frequently updated web pages on which authors post articles about news items, interesting websites, and their thoughts and just about anything that in...
The Misconception Of Multi-Level Marketing
Ever wonder why people are so turned off at the mention of Multi-Level Marketing? Is it legal? Is it a pyramid? Who benefits the most? Where does the money...
Separate Colors in a Fall Leaf Using Chromatography
Fall is a beautiful time of year with all the leaves are changing colors. Children wonder why it happens, so it's a great opportunity to use the power of scienc...
Abundance As Spiritual Birthright
Infinite Intelligence desires the abundant fulfillment of your earnest desires MORE than you do and has set up the universe to fulfill them.
Dream Lover
Direct Answers - Column for the week of September 1, 2003 I met my wife a dozen years ago and her best friend shortly thereafter. I was always fond of my wife'...
Business Joint Ventures On The Net!
Do you own a profitable online business? Are you wondering what's next? Consider then, the many benefits a business joint venture can provide you.
Business Name - How to Choose One
It's very important to get your business name right. You may
already have a business name but it's not too late to change
it. Let's face it; big organisations c...
Time Is Everything
Time is wealth; Time is health; Time is power; Time is strength. Time is the essence of life Time is everything But time is nothing, without proper planning....
Why Train Your Dog?
Dogs and humans have existed together in harmony for perhaps thousands of years. Dog training in the early days amounted to little other than training a dog to...
3 Questions No Job Seeker Ever Wants To Be Asked?
Employer and interviewers expect you to answer tough question during interviews. Take a few minutes to brainstorm on how you might elaborate on the following a...
Benefits of Mystery Shopping For Secret Shoppers
Mystery shoppers are people who are hired to scrutinize employees, products and customer services of any organization. They enjoy doing a job that's fun and fro...
Disability is NOT a Life Sentence
Disability is NOT a life sentence. Set yourself free!
Improving Self Esteem with Affirmations and Therapeutic Relaxation Music
This article is about how to enhance a person's self-esteem with the use of positive affirmations and therapeutic relaxation music.
The article discuss what s...
Have Something Good To Say
If you don't get this right, you can just forget about everything else...your advertising will fail miserably if you don't have something good to say.
|
Print this page