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This week I want to talk about proof that your product and service does what it says in the ad.
Here's a checklist of things you can use to gain more credibility:-
1. Celebrity endorsement
2. Expert endorsement (Doctor for health products - should wear a white coat and have a stethoscope round his/her neck!)
3. Multiple testimonials
4. Published research
5. Press cuttings
6. TV/Video clips in emails/websites
Failing that a free trial may also break down resistance.