Your prospects are constantly being bombarded with aggressive sales copy and are now starting to get immune to our well crafted benefit laden copy.
There is no one answer to this problem but I am confident that most control pieces would pull more responses if we could improve the believability factor.
How do you do that:
- Name drop customers you already work with especially if they are well known. Working with Streetwise, Wade World Trade, Chartsearch, Fleet Street Letter and Andrew Reynolds in the early days helped us attract other money-making offer mailers.
- Quote Research. Some companies go to the expense of commissioning their own research (so the right questions will provide the right answers for them). But many can simply quote existing research to add to their case.
- Testimonials. These help enormously. One client once included a page of complaints. He carefully selected the ones from people who had ‘mental problems’ hoping that this would get a high ranking on Google and would attract people to his site when they searched for XYZ scam. After seeing the type of people who complained the company felt that some searchers would look further into the site and still buy their manuals. This probably bombed as I‘ve just checked the site and it’s no longer there. However, masses of quality positive testimonials will help your believability no end.
- Celebrities. This can be a double edged sword as some celebs are difficult to work with, and can be expensive. However, choose the right one (with a sensible agent ideally) and your credibility will soar. Ideally match the celebrity to your product. I recently saw Steve Davis (the Snooker Player) in Conservatory advertisements !!! However, Martin Roberts from BBC Homes under the Hammer fronts Tigrent’s Property Investment Education Seminars – a perfect match.
- Trade Associations and awards. In my mind these have limited appeal but in some markets are essential.
Hope this has given you a few ideas on how you could increase believability.