Proof Increased my Conversion Rate from .90% to 2.5%

I'm a fanatical tester.

Started way back in 2001 or so, when I threw up my
first ugly-ass website while I was working as a personal
trainer.

I was writing what I thought was "sales copy" to
promote some of my fitness programs. And I made
a little money here and there, nothing huge.

A few months after starting my site, I decided to
begin training for a bodybuilding show.

I lost something like 60 pounds in an 8 week period,
and placed 5th in the bodybuilding contest.

I had my brother snap some pictures of me on stage,
while competing. We had the pictures developed, and
they sucked, big time. They were grainy and not clear.

Well, just for the hell of it, I decided to put the pictures
up on my website... even though they were poorly done
and you could barely make me out.

I used them to promote one of my fat loss programs.

And a funny thing happened. My conversion rate went
from under 1% to around 1.5%.

All from adding those pictures.

And then, as more and more people bought and used
my program, and began sending me their "before and
after" pictures... I started putting more of them up
on my site.

And the conversion rate increased again.

I started adding each testimonial that came in
and yep, the conversion rate would increase.

It got to the point where it was consistently converting
at around 2%... and when I added a few things like
Honest-e logos, and a few other "proof elements"
the conversion rate went and stayed around 2.5% or
so.

Over the years, after writing close to 400 sales letters
for my businesses and for clients, I still see similar things
happen.

I focus on testing and trying out new headlines, and
I try to add as much proof to the copy as I can.

For me, nothing has really helped me increase my conversion
rate as much as those 2 things: better headlines and
more proof.

Back then, in 2001, I had no idea what the heck I was
doing, so it was all just trial and error.

But these days, it makes sense that what I was doing, by
adding pictures of me (even though they were sh*tty pics)
was... I was increasing my proof.

Adding my amateur, grainy pictures... even though they
weren't professional head shots, they added proof.

Adding success stories and customer "before and after"
pictures: once again... I was adding proof.

These days, when either writing for clients or for my
own products... I make sure I spend a TON of time
making sure I've got as much proof as possible in
my copy.

After the headline, I like to make sure my attention
is on proof and proving what I'm saying.

I add proof by doing the bare minimum stuff
like testimonials and success stories, but I
also like adding proof by actually giving
away a ton of useful info in my sales pitch.

I figure nothing helps prove my case more than
giving away incredibly useful content and info
that they can use.

I've noticed that most of the top selling programs
on Clickbank all have a ton of proof.

In one of the niches I write a lot of copy for,
which is the fitness niche, this one website
really stands out for its proof elements:

Fat Loss Factor By Dr. Charles Livingston

I mean, right away a doctor begins speaking.

Doctor=proof. There's a reason why supplement ads
use doctors with the white lab coats: proof/credibility

Then he mentions working with this patient
and getting results. More proof.

Before and after pics at the top= more proof.

The section under the video that says "our recent
customers" and there's a scrolling list... more proof.

The 7,000 plus friends on facebook? more proof.

All the before and after pics under the video= more proof.

The 3,000 plus comments about Fat loss factor= proof.

To me, all these proof elements are what makes this
program so successful.

Oh, and it's currently #1 selling on clickbank, in the
fitness niche. It was able to unseat Truth About Abs
which had been #1 for a long, long time.

I don't know who wrote this copy or set up this
presentation... but this marketer definitely knows that
proof is one of the most important parts of any sales
pitch.

When in doubt, load on the proof in your sales presentation.

People are so inundated with 3,000 marketing messages a day,
they need a shorthand way to cut through all the BS. Proof is that
way.