What Kind of Proof Factors Work The Best?

A lot of these are, as your sleeve reference suggests, just tricks.

Testimonials are notoriously poorly done. Don't count testimonials out as undiscovered territory. Even using first and last names -- not online handles -- comes as a minor revelation to some. Few understand you can have bad testimonials.

Design factors which aid credibility are a definite plus. I refer to an auto body or remodeling company which only shows "afters," not befores. It is difficult for anybody to figure out if you buffed out a scratch or performed a minor miracle.

I swear some of these sites use stock photos which have nothing to do with anything the company has done.

Don't show your Lamborghini. I don't care if I fully and absolutely believe Bernie Madoff has a Lamborghini. That doesn't prove what you think it does: Show the customer's Lamborghini -- that, along with the testimonial, shows the system works.

A lot of people are following the advice of people who made their money by inheriting it from grandparents who earned it making bootleg alcohol during prohibition. Not the whitewashed business they wrote a book about. Yeah, maybe that laundromat could have make $300K per month for four decades ...it problably didn't.

A major proof factor is articulating you understand the prospect's real problem and real source cause of the problem. If the prospect doesn't think you understand the root cause, they will not be convinced you've done the homework necessary to solve their problem.

Proof you think anybody is going to use the product. A comment long ago on the old version of the Warrior forum about huge, multi DVD information products brought this home. People who think finding anything on 22 DVDs will be a chore (or impossible) won't buy. Prove the product or service has been tested by others.

Everyone knows people who can do something -- but can not teach others how. That's a potential objection rarely being handled, even by information marketers.

Proof of expertise. Reveal an insider trade secret “They gasped when I sprayed beer on my lawn. But you should see my golf-course green grass now!” Are you giving away the store -- No. Prove you are the expert. Prove you have done what you're supposed to be an expert in.

How many experts in writing code come up with a product you'd have to be an expert in some other field to develop a business effective app for? Too many. The code works flawlessly. The app? ...not so flawless.

Have employees? Then show employees. Not stock photos of fashion models pretending to be employees. Heidi Klum doesn't work for you ...Wendy the Snapple Lady might.

Demo. Do a demonstration against competition. Show your vac picks up more. Show your process is better. Show your work.

^^^^ This ^^^^

All this is one thing -- repeated over-and-over -- authenticity.

A nice sounding word. Difficult to fully understand or appreciate.

Quotes from newspapers or magazines work nicely:

"A UCLA study shows that the ability to become wealthy may be linked to a genetic gene"

Quotes from a person can be used:

"Eating more donuts reduces your waist size" Dr. Dunkin

When it comes to personal testimonials, a trick that very few use, is to show a testimonial that seems negative...it can add credibility to your overall testimonials, and have a reverse effect on the reader.

It's like reverse psychology.

Most don't have the nerve to use a seemingly negative testimonial...

Quick example:

Off the top of my head, let's say you're offering web hosting...

You have some testimonials saying how great your service is, and how excited they are to have found it.

Then...

You have a testimonial where the person gives it maybe 3 stars, and goes on to say they like the service but didn't need all the extras that came with it because they were just starting out and wouldn't use them.

The reader that reads this testimonial will think:

1. You were being honest by giving both sides

2. The person who wrote the testimonial is an idiot...and they themselves would love the extra services.

This is just a basic example.

Depending on the product, you can get creative.

The core issue is believability. Without it, your promotion will fail.

Here's a helpful article on the subject by Daniel Levis. As you'll see, testimonials are only one way to make your copy more believable,

"20 Ways to Make Your Copy More Believable"

How To Make Your Copy More Believable - Small Business Marketing

Alex

I totally agree with everything said.

But...

It's all been done many times. Fabulous promises with all the "proof" you could ever wish to see.

And customers have been let down (often very badly and on many purchases).

That's their big concern - despite all the "right" testimonials and abundance of the "correct" proof.

They still have nagging doubts that the product/service just won't "work"

Or maybe it "works" for others - but won't "work" for them.

They best way to solve this - is

Offer a long (3, 6, 9, 12, 24 month or even a lifetime) "no quibble, no questions no hassle" guarantee.

You can boost the guarantee by saying -

"You must be absolutely delighted (restate what the product/service does for them). Or we insist you get all your money back immediately. And please keep all the bonuses with our compliments. And we'll also give you $20.00 to cover your time - just for giving us a "try"

It gives the customer that vital reassurance - and helps "push" them over the tipping point.

By proving...

They'll get their money back (and more) if it's not everything they hoped it would be.

Steve

Honest and open communication and authenticity will always be great ways to make sales - providing that they are true of course. I think video proof with actual over the shoulder access to sites etc is the most convincing and least likely to be faked. Screenshots etc are just sh** as proof these days as the imaages are available everywhere and if you pay attention you'll see the same image in WSO after WSO

While it's subtle, one of the most effective types of proof is the tone, the style, the delivery and the formatting of the copy.

I work in entrepreneurial areas where little proof is available. It's not uncommon that I have nothing to work with.

When I first got started writing this this type of copy, it was because I asked a partner for proof elements. And he replied "We don't need no damn proof. Write the letter."

The key to this type of proof is knowing your market and the customer and how they would want to be approached exactly.

- Rick Duris

Best testimonials aren't -

* Hypey crap, usually just the seller's best friends repeating sales copy as testimonial

And are -

* Honest, matter of fact stories about how the product/service has changed that person's business for the better.

No. It is not.

What, precisely, do you think you are proving? The "proof factor" is you couldn't charge for it.

That is what you are proving. Literally,that is what you are proving.

Yup.

However, the puppy dog close can be stated different ways. The major focus is not free, but risk reversal. The point being fostering a sense of ownership. You do not necessarily have to use the word free to use the puppy dog close.

Is a free trial the best technique? No. It is not.

The one most popular with the novice? No doubt. The one with great potential to get wrong? Sure. Best? Uh ...no. I rank the free trial right up there with "who else wants."

It seems easy. That does not mean best.

Many years. You couldn't be more right.

Popular. Not best.

Proven. Not best.

Works. Not the best.