The dreaded PROOF...

[livebig!]

Hello,

I'm in the process of writing my very first sales letter. I've got a mind map down of all the things that need to go into it, but I have nothing yet for the Proof section...

How do I add proof to my sales letter? I don't really know the process that one goes through to prove that my customer should buy. I'd really appreciate everyone's help. Thanks!

[Peter Soos]

Does what you offer enrich their lives...solve a problem that can't easily be resolved...have any redemptive value that is excepted as true. If you want to pm me I can get a better shot at this.

[livebig!]

I would pm you, but I don't have enough posts yet to do so... thank you for the offer...

I do know that what I'm offering has great value. I'm just thinking in terms of testimonials etc. Are they always expected?

[TE2]

Originally Posted by livebig!

Hello,

I'm in the process of writing my very first sales letter. I've got a mind map down of all the things that need to go into it, but I have nothing yet for the Proof section...

How do I add proof to my sales letter? I don't really know the process that one goes through to prove that my customer should buy. I'd really appreciate everyone's help. Thanks!

Michael

Best to include both personal and social proof.

At minimum, show social proofs like:
- As seen on ________
- Endorsements by __________
- Testimonials from other users of your product or service

Regards,

John

[Mike Hill]

There are all kinds of proof and you can even borrow proof as well. Michel Fortin (I think that's how you spell it) had a great blog post about Proof and the different kinds of proof besides the obvious "income proof" and testimonials.

-Industry proof
-Past customers
-Proof of claims
-Scientific proof
-Third party (competitors)
-Case studies
-Experiments

Mike Hill

Mike Hill

[Star69]

But if you need testimonials, one way to get them is to offer to give a limited number of Warriors a copy of your product and let them review it, in return for their testimonial, of course.

Just post it in this forum, something like 'Warriors, I need your testimonials!'

[Nick Brighton]

Originally Posted by Mike Hill

There are all kinds of proof and you can even borrow proof as well. Michel Fortin (I think that's how you spell it) had a great blog post about Proof and the different kinds of proof besides the obvious "income proof" and testimonials.

-Industry proof
-Past customers
-Proof of claims
-Scientific proof
-Third party (competitors)
-Case studies
-Experiments

Mike Hill

Mike Hill

I agree with Mike. There are LOTS of different types of proof.

For example, testimonials are only one small type of proof that you can use, and sadly because people think that they are the only ways to provide proof, they often make them up to begin with. Ouch.

Other types of proof can actually be just as compelling, such as:

- Case studies
- Famous quotes
- Metaphors
- Real life examples (to create a compelling argument or make a point valid)

Hope this helps!

[bgmacaw]

I think one big proof you can offer is that you "eat your own dog food", that is that you yourself have used the product you describe and that it produced the results that you wanted. What problem that the reader might have in common with you did you solve with your product? For example, my product I have in my sig is a program I wrote for my own use and then refined it for others to use.

[TimG]

Originally Posted by bgmacaw

I think one big proof you can offer is that you "eat your own dog food", that is that you yourself have used the product you describe and that it produced the results that you wanted. What problem that the reader might have in common with you did you solve with your product? For example, my product I have in my sig is a program I wrote for my own use and then refined it for others to use.

This is exactly how I am providing proof in a sales letter I am currently working on (and I do mean WORK!!). I think it is easy enough to show income generated screen shots but since they can be so easily manipulated I am finding it more satisfying to simply show the results I have achieved (non-income related) by using the methods I provide. Hopefully, the customers will agree -

For the original poster (Livebug) without knowing what product or service your sales letter is being written for I would recommend you follow the examples already provided such as:

Provide a review copy to a few senior Warriors for their take and testimonials

Obtain screenshots showing the outcome if people use your product or follow yoru methods

Perhaps you can include a short video demonstrating how ot be successful using your product

Mike Hill really provided some great examples which I think can easily support the credibility of your sales letter.

Respectfully,
Tim

[livebig!]

Thank you all for such great info! My sales letter involves teaching novices (or near-novices) how to cook. So some of these forms of proof that you guys mention will not work obviously, but you all have given me some really great advice. I thought about offering some videos on my sales page offering up some of my knowledge to PROVE I know my stuff...

Thanks again for all your tips.... The sales letter is rolling along! Over eight pages already!

[MichelFortin]

Originally Posted by Mike Hill

There are all kinds of proof and you can even borrow proof as well. Michel Fortin (I think that's how you spell it) had a great blog post about Proof and the different kinds of proof besides the obvious "income proof" and testimonials.

-Industry proof
-Past customers
-Proof of claims
-Scientific proof
-Third party (competitors)
-Case studies
-Experiments

Mike Hill

Thanks, Mike.

I use an acronym as a mnemonic, called "FORCEPS," which means, "Factual, Optical, Reversal, Credential, Evidential, Perceptual, and Social" proof.

These represent the various proof elements you can include in your copy. If you want to read my blog post about it, it's here:

http://www.michelfortin.com/what-sur...t-copywriting/