Persuasive Copy: Prove It!

(Fifth in a Series)

Essentially this is put up or shut up time in your copy writing. You’ve gained attention with a great headline, made sure your copy is focused on customer needs, stressed benefits and set yourself apart from the competition.

Now it’s time to deliver the goods. You can just say you’re the best. You have to prove it.

The most powerful tool you have for backing up your claim is to provide tangible evidence of superior performance in your field of expertise. You need to show — with facts – that your product or service is successful in providing the benefits and other results you promise.

One way to spotlight your track record is with case histories and success stories in your copy. Real life examples about how your product or service solved a customer problem allows the reader to empathize with the situation and celebrate the victory. If they can see themselves benefiting in the same way, you’ve done a good job.

Testimonials from satisfied customers are another effective tactic in convincing prospects that you can do what you say. Make sure to use testimonials from comparable customers.

Running a list of your current clients — and including how long they’ve been with you — provides a subtle endorsement, especially if you have a number of long-time clients. It shows you’ve been successful in building relationships that endure. Clients don’t stay around long if you’re not meeting and exceeding their expectations.

(Next: Establish Credibility)

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