It’s easy to make promises.
It’s much harder to back them up.
Said another way, it’s easy to talk the talk, but it’s difficult to walk the walk.
Remember: Whatever promises you make in your sales copy, you need to back them up with proof: facts, figures, testimonials, and whatever else you can bring to bear as you build your sales case.
And how do you come up with good proof?
Good research, of course! (See Copywriting Mistake #1.)
Some of the proof elements I like to use:
- Quotes and predictions from experts
- Results of scientific studies
- Relevant awards or honors
- Charts and graphs
- Trust seals
There are dozens of ways to add more proof to your sales messages.
Just be sure your proof equals or surpasses your promises.
-Ryan M. Healy
P.S. Need an ad, sales letter, or autoresponder emails written? Contact me to discuss. Email at rhealy@gmail.com or call 720-344-7788.
About Ryan M. Healy
Ryan Healy is a direct response copywriter. Since 2002, he has worked with scores of clients, including BoostCTR, Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and is a regular contributor to WordStream.com, BoostCTR.com, and MarketingForSuccess.com.
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