Credibility And Lack Of it

Credibility has a lot of elements beyond testimonials. Sometimes I think copywriters use testimonials as a crutch. So -- while you want to get customer comments -- looking at the rest of the copy with an eye toward greater credibility is a really good idea.

Some elements are:

Demonstrations (already mentioned) ...against competitors (unmentioned)

The owner/developer/client's background, specifically credentials relevant to the offer

Before/After photos

Your research into and complete understanding of the situation, the reader's pain, and then the solution. Too many who should know better are selling solutions to problems nobody has. A credible solution requires your reader believes you understand the real problem. (There are lots of false problems). For example, nobody wants a web site. They may want a way to make money they don't have to tend like a nervous mother hen. Don't sell web sites, sell a web-based business system you can put on autopilot.

Developing the product with users -- user testing. For example that the 27 DVD course you're offering makes finding what you want easy with extensive cross indexing and menu. Big objection: Your bloated product will be an unmanageable mess to find what the user is looking for. Explain the lengths you've gone through to anticipate and remove objections.

Your teaching ability. We've all had teachers who were experts in their subject area ...yet couldn't teach a soul to save their very lives. Prove you can get others to gain comparable results gains you credibility.

Belief structure. This is vintage Eugene Schwartz. It's easy to improve on, but difficult to master belief structure. Belief structure is not making unfounded claims, but writing so the claims -- when made -- are believable. It is better to make one credible claim than ten incredible (as in not credible) claims.

Another way to gain credibility is... use quotations. If someone wrote a quote that applies strongly to your product - Shakespeare, for example - then your product instantly gains a bit of status because of that. Something like, "Always be nice to those you work with." - John Whosis then in the next sentence you introduce your Anger Management product.

And use vivid images - believable stories and scenarios. Once you get your readers nodding and seeing themselves, you've done 50% or so of the job. They believe you because they know you understand them like no one else.

Hope this helps,
Dot