How to Defeat Your Prospect's Skepticism

Prospects today are skeptical. Many of them have been fooled in the past and won't readily believe you. Some of them have been taken advantage of. If prospects are too skeptical of your product or service, they're not going to buy.

So how do we get around this problem? We solve this problem by giving proof.

There are many types of proof you can include. Here's a list:nn* Testimonialsn* Endorsementsn* Reputable expertsn* Statisticsn* Researchn* Positive reviewsn* Credentialsn* Track recordn* Years of experiencen* Awardsn* Number of salesn* Better Business Bureau Accreditationn* Samplesn* Client listn* Screenshots for software productsn* Featuresn* Graphsn* Pictures of the productn* Diagramsn* Titles such as M.D. or Ph.D.
* Video or audio testimonialsn* Results achieved by customers or clientsn* Articles to demonstrate expertisen* Portfolion* Quoting passages from booksn* Photos of satisfied customersn* Demo versions or free trials for software productsn* Relationships with other reputable companiesn* List of award-winning products in the pastn* Certificatesn* Free consultationsn* Size of the companyn* Number of products released to daten* Professional appearancen* Demonstrations

When including proof in your copy, make sure you include just enough proof. Don't include too much proof otherwise it'll turn into an academic lecture that will bore the prospect. At the same time, too little proof will leave the prospect too skeptical to buy. So include just enough proof.

So remember to add proof to your copy. Prospects are skeptical and need proof before they'll believe you. Once you've won their trust, they'll gladly buy your products or services.