I've got a problem with proof/credibility...

I think you're onto something with the "consult a professional" idea, but why stop at one? You could probably find several experts to validate the tips in your product and also offer bonus insights to your reader. Depending on how far you take it, this could add some serious meat to your product.

There are a couple of ways you could go about this, starting with interviewing local professionals. Digging through article directories or PR websites is another option, especially for finding experts who are already marketing themselves in the niche (so your reader will see lots of on-target info when Googling their name). There are also some services that might help you, such as Help a Reporter (it's free!).

You could try being totally up-front.

Say, "I have to tell you, I'm not a professional property investor. My job is writing books. I research and create knowledge that's easy to understand and easy to apply using the very best info from the people who *have* made heaps of money doing stuff. In this book, I've collected X, Y, and Z from people who've made serious fortunes. Like Mr.A, who... etc."

Check out Dan's take on instant credibility in his Ultimate Marketing Plan book.

Some good stories there for you.

cheers folks, some good advice here.

I'm going to use a few techniques. I think the most prominent would be getting experts to chime in, or just review the material.

I can lean on their experience and credentials like crazy.

After all, if they say it's worth it - and that it works - then that should drop a huge amount of resistance.

Nick,

See how John Carlton does just that in his 'One legged golfer' ad.

Just search for some well known names in that industry and ask if you can use their name or a quote from them in the copy - let them review it all first then put 'expert' testemonials in there. Can't see why they wouldn't oblige if it was a good proposal.

Not being "The Dominant Expert" in a market is something that stumps a lot of marketers. Newbies always ask the question of, "Well, if I'm the only person who's done this or have never taught it, how'm I gonna prove it can work for other people?"

Here's part of the solution to this mindset juxtaposition...


Your "Product" Is An Obstacle To Them

Your customer doesn't "want" your product - in fact, it's an obstacle between them and the results they want.

People want the result, the outcome, their desire, their problem solved; not work.

In the instance of weight loss, people don't want a book or a training or support - they want the weight off of their body.

Most "experts" think of their product as the grand solution and that it's gonna help people solve their problems. What the prospect really see is one more thing that they probably won't do that's standing between them and what they want.

When you start embracing the reality that your product is an obstacle, this encourages you to create a much more valuable marketing. As well as a mindset that knows the importance of communicating the value of it differently so that it becomes valuable to others.

When you run your mouth and say "Buy my book. It's the ultimate solution to your problem," you're communicating that you don't get it. When you see your product as an obstacle, it forces you to connect their unmet need to your product and invest a lot more time creating marketing that focuses on how the product actually delivers results instead of just information.

You home in with your writing on how every chapter, every segment, every concept within it, is somehow tied back into delivering them from pain and into pleasure.

What If Your Customer Hired You?

If your customer hired you to be a research assistant, what would they assign you to "figure out" and then how would they want you to show it to them?

In fact, if your customer is buying your product, then they are essentially hiring you and paying you to figure out how to solve their problem - then to show them!

Experts believe that their knowledge is the solution to their prospects problem. But this isn't the case. Out in reality, where your customer has to take your knowledge and implement it, it's totally different for them.

What if you were hired as a detective to figure out how to get out of $10,000 worth of debt?

What would you do? Well, you probably wouldn't start preaching at them. You might go and find out all the different methods there are for getting out of debt. You might come up with samples of them that you could show to the person that hired you. And as a good detective searching for clues, you might go find people who'd gotten out of debt and questioned them to find out how they did it. And then you'd come back and show all of this evidence to the person who hired you to solve their problem.

You can do this with this product, I hope.

Connect Everything To A NEED

When you go to the doctor, you usually go because you have a NEED - something is bothering you, and you want to fix it.

Your customers are no different. This is why you want to identify and connect every part of your product to a NEED.

This means you don't include anything in the marketing of your product or your service or your training, that isn't directly connected to some need that your prospect has. No shoulds. No stuff that you think they need to learn.

Most people don't go to the doctor because they feel good and they want to feel great. If you want to create a product that sells itself, you've gotta make sure that when people go searching for it, that everything's tied back to a need their experiencing at the moment.

For example: Someone in debt has certain credit cards. They have mail coming and people calling. They have a trashed credit score.

In our product, we wouldn't talk about prevention. We wouldn't talk about saving. We wouldn't talk about budgets. All you'd focus on with this specific "Get out of debt" product is that, "Getting out of debt".

So, you want to make a list of their needs, and then show them the solutions with examples and language that will help them to understand it. This is counter intuitive to how most people think they should create a product. Most experts think they need to tell people what they should know, based on their expert mindset.

When your product is mirror to their needs, they can see it as a teeny obstacle instead of a huge one. Think of it as looking at as looking at a 472 page 'Personal Finance' College Textbook vs. a "7 Step Solution to Eliminating $10,000.00 or Less of Debt".

And another belief to cultivate in your clients who are newbies is the fact that even with brain surgeons, someone always ended up being the first. Hahaha! There's always a first. That's the only path to mastery is taking the first step.

Hey Nick:

The simplest solution is to "Chunk Up" for the credibility and focus in for the
products uniqueness.

For example (using foreclosure investing as the niche):

"Foreclosure investing is hot, Hot, HOT right now... in fact, here are some quotes
from some of the biggest guru's in real estate investing today who have re-focused
their businesses on this tactic because it's stuffing their bank accounts so
full, they need oxygen just to keep from passing out from "Green!"

"Quote from guru #1 about foreclosure investing..."

"Quote from guru #2 about foreclosure investing..."

"Quote from guru #3 about foreclosure investing..."

What makes "Program X" so powerful - even more incredible than anything
these guru's are doing right now, is....

etc...

==========

See how that can work for you?

Borrow the credibility of the larger market and even use public quotes from
respected and branded guru's (lending subtle 3rd party social proof from
major players - done correctly, legally, and using public quotes about
the larger market, not the specific product - want to avoid conflicts
with the rights of course) regarding the overall Strategy or Tactic your
client is representing...

Then, talk about the specific uniqueness, benefits, and problem solving
advantages of the client's product for the offer....

Go big for credibility...
Go specific for offer...

By bounding back and forth, readers will blend the two together
seamlessly for you and you won't need to fake anything or even worry
about representing your client's background at all.

******************

**Caveat: Be very careful with real estate - especially creative real estate
right now! The laws relating to real estate investing have changed fairly
drastically in the past two years in several states and even Federal statutes
having broad affect are now established. This is not a market you really want
to get in the middle of teaching illegal or no longer legal or even moderately
ethically challenged tactics with... especially untested ones taught by
someone who hasn't even tested them... remember, liability isn't just the
client's risk anymore (if it ever really was)... just saying.

*******************

"Oprah loves "X" investing and says... blah, blah, blah..."

"My product helps you do "X" but shows you secret methods and tactics
that even Oprah's personal financial advisors don't know about yet (but
these work so well that it's only a matter of time before everyone is
using them... which is why it's so important that you get to your
market first with these powerful advantages now!)...

===========

Anyway... been writing for two days straight, kinda soggy in the brain -
hope this helps you. Been working great for me and has even, for a few
of my clients, converted better than using testimonials!

Go figure...

Hi Nick,

In my Experience -with consulting Clients you have to hit a home run the 1st time at bat. (Which means testing in secret. Or doing Quick Research to FIND OUT.)

Unless you have educated the client enough to PAY for testing.

SO.

What I often do in your situation is - POSE As a Client and PHONE All Your Clients' Biggest Competitors. Figure out Exactly what each of them is doing. Then Position Yourself (And Client CO) as THE BETTER CHOICE.

A - A Headhunter friend does this in Oregon
B - A Realtor contact in FL - does the same.
C - I do it again and again. HERE's a Simple CAse Study.

Award Winning Videographer - Loses all phone call BID Requests about jobs. Because his PRICE Quote is higher.

So I posed as a client. Called his 3 competitors.

Then wrote a 4 Page Report - "A CheckList of 10 Mistakes to Avoid When Hiring a Videographer"

NOW - when prospects call for a quote... Bob says, "Before I give You a QUOTE - Let Me Fax or Email you A CHECKLIST About How to ID a Bad Videographer. OK?

They agree. He gets their phone #. CAlls and walks them thru it.

Explains the 4 Areas where he is Superior - All his Cameramen are moon-lighting NBC crew. NOT college students. His crew have hush phone walkie talkie - pin-point co-ordination of shots. Etc.

He's Closing 60% of the Prospects who call him based on PRICE - now. Even tho he is HIGHER.

YOU DO THIS - Your CLIENT will be IMPRESSED. And you will have REAL Authority when you talk AND write. Because you MAY Know more about his Competitors than Your CLIENT DOES!

Thanks,
Glenn