Time and time again I see sales copy with one essential element that is completely missing in action. Any guesses as to what that might be?
It’s something that proves what you say is true. It’s the little thing that makes a believer out of a skeptic. Sometimes it’s off to the side, and sometimes it’s featured front and center. And the better it is, the more you need to show it off. It’s crucial for making sales.
Have you guessed it?
It’s PROOF.
Proof that what you claim is true. Proof that your customers get the results you claim they will get. Proof that your product works. Proof that you won’t disappear in the night with your customer’s money.
It’s the difference from almost making a sale to MAKING the sale.
Here are seven different types of proof you can use in your copywriting, regardless of whether it’s an email, blogpost or sales page. Anytime you’re talking about your product, remember to include some proof.
1. Case studies – These are also known as customer success stories, and they tell a brief story about a customer who got results from your product or service.
For example, “Joe Smith uses this software, and in the first 30 days he saw a 22% increase in conversions.”
It’s best to keep your case studies short and concise, focusing on measurable results whenever you can. Remember, numbers are more persuasive than adjectives.
2. Testimonials – These are written statements from your customers or clients, explaining why they like your product or service. They’re typically quotes from people who’ve used your products or services.
The best testimonials don’t just sing your praises, they also explain details of why they customer endorses you or your product. For maximum impact, use testimonials that include numbers or quantitative results.
3. Endorsements – An endorsement is like a testimonial from someone widely recognized by your prospects.
If a well-known blogger or expert in your field endorses your product, by all means add this to your sales copy. People who trust this well-known individual will then trust your product by association.
4. Research studies – If there are any research studies that clearly show the effectiveness of your product or a component of your product, then use this data in your sales copy.
For example, if you sell an herbal supplement that contains 6 different ingredients, and the effectiveness of each ingredient is backed by research studies, you might include each study in your sales letter in the appropriate places.
The key here is to deliver the information concisely and in layman’s terms. Don’t use scientific lingo – you’ll lose your readers.
5. Visual representation of results – An image is truly worth a thousand words, if it’s the right image. You’re familiar with this technique from weight loss products. They use before and after photos of their clients to show the changes in their body sizes and shapes.
If you can use charts, photos, screenshots or other visuals to prove your product or service works, then by all means do it.
Place captions on your visuals. Studies show that captions are read more than almost any other element on a sales page (other than the headlines.)
Make your captions – well, captivating and self-explanatory. For example, a caption that says, “Janet Smith” doesn’t tell the prospect anything about the product. But the caption, “Janet Smith, after losing 42 pounds in 67 days on the XYZ diet” tells the whole story.
6. Press coverage – If you’ve received praise from a media outlet, then let your prospects know about it.
Quotes from well-known sources are best, since your home town paper might not hold much credibility with the rest of the world.
But if a well-known publication or media outlet has good things to say about your product or service, include that in your sales copy.
7. Social Shares – This is useful if you want to show you have a large audience.
For example, if you have a track record of writing blog posts that get thousands of social media shares, you might make the case that you are a trusted source for information in your field.
Next time you write any sort of copy that promotes a product or service, be sure to include at least one powerful element of proof in your copy.
Advanced technique: Use your proof as part of your headline or sub-headline.
For example, “Ex-Beautician Gets Four $100,000 Job Offers thanks to Our Job Getting System.”
I don’t know about you, but if I was in the market for a new job, I would be super excited to read that sales letter!
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