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How To Make People Believe You: 3 Ways For Increasing Proof In Your Copywriting (With Examples)

Your market doubts you.

They're jaded from being swindled out of their hard-earning money, "thanks" to your competitors.

But, you're an entrepreneur who sees this problem as an opportunity — right? You're not going to let your market's skepticism stop you from building your business.

Your market's doubt is a good thing. Here's why.

Breaking through the disbelief of your market means — as long as you follow up with great service — you will win a customer for life. 

Here are three ways to bypass objections, doubts, and skepticism. 

(Perhaps I'll create a product that elaborates on this one day. Hmm... if you want me to do this, let me know here.)

1.) Demonstration

Seeing is believing.

They say a picture equals a thousand words, so use pictures and videos. Videos are nothing more than a series of pictures stringed together, so when you're using video you're basically communicating a novel.

People want to see how something works before they buy. If you have an online service, show examples of how your product works. 

Late-night TV is a good place to see demonstration. Here's a quick and funny story: I sometimes housesit for a family member who — unlike myself — has cable television. Whenever I go and housesit for her, I enjoy watching the infomercials. I love seeing how they sell their products and use demonstration in their marketing.

Videos is important for physical products. If you have an ecommerce business, you're missing out if you're not using video. Some platforms like Amazon make it difficult to use video, but it's not impossible. You can just have a reviewer make a video about your product — and there you go, you have demonstration.

2.) Polarization

Polarization means taking a stand for something.

It's about seeing things as black and white and choosing a side. The more you stick to a side, the better your market will bond to you.

People are more likely to believe other people who are like them. If you stand for the things they stand for, they'll feel closer to you.

3.) Admit Flaws

Honesty is best.

Don't get scared about revealing what's true. Your market will appreciate your sincerity.

As a copywriter (i.e., a suave persuader), I'm able to heal even the greatest scars with my words. I'm thankful for having this skill, but the truth here is what I do isn't difficult. 

People will accept your flaws if there's a "reason why"  attached. If something is broken or not working, tell your customer why. It might be a negative thing, but you can make it a benefit.

For example, let's say you sell infoproducts (videos, guides, etc.), and you create a series of three simple videos on your smartphone as a way to test an idea. Now, these videos won't be of the best quality. There might be background noise, a shaking camera, and word fumbles.

Some customers would see this is a flaw. They'd say, "The quality of your videos is awful — I'm not paying for them!" You could then counter with, "Yeah, these videos are low quality, but it's not the quality that matters. It's what's in the videos that matters most. And once I create better quality videos, the price will go up. So you can either get them now at a discount or wait for better quality videos and pay more. It's up to you."

Always be honest with your marketing. That's the big takeaway here. There are 2,329,351 liars in this business.

Don't be number 2,329,352.

CopywritingRaymond Duke