Credibility And Lack Of it

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Hi Copywriting Warriors,

We know that credibility -- is an important aspect when it comes to making the sale. Now, lets say that a client doesn't have an established identity (authority) -- and their product does not have testimonials.

How would You ( the copywriter) lend credibility to the sales letter when both of the listed elements are missing?

Your advice is greatly appreciated.
#copywriting #credibility #lack
  • Hey Mel,

    At the risk of sounding obvious, have
    you considered giving the product out
    in forums and things for people to try out?

    Then you can give them some kind of
    questionnaire to fill out, and if you word
    it right you should get all the testimonials
    you need.

    Hope that's helpful.

    -David Raybould
  • Mel, like what David is saying, the client can give out a few free copies to people in exchange for REAL feedback. If the feedback is good, ask them if it could be a testimonial.

    However, aside from testimonials, credibility can be built up based on the client's existing and past authority. I.E. The person was a police officer, guidance counselor, teacher, plumber of 20 years, electrician of 10 years, etc, or whatever position that embraces the current product/service.

    There's other things that can be done, but these are some of the simple things we can do as copywriters to lend credibility to the client. We can even use related topics that are spoken of on TV, NY Times, etc. This must be taken care of not to mislead the prospect though. It just needs to tie everything in rather than be like "see, I was on TV" when they weren't. I'm sure you guys know what I mean.
  • When trying to help a client gain credibility when they don't have any, I tend to over emphasis the knowledge and research it took to become the author of the product. I'm actually working on a sales letter like that now.

    As far as testimonials... simply input specific locations throughout the sales letter where you think testimonials should fit. While writing the copy, explain to your client the importance of showing proof from other individuals who have used the product. Then, ask them to at least get testimonials from friends and family members.

    Remember, testimonials can always be changed later, but at least you'll have feedback on the sales letter upon launch.
  • Or you can get an expert within the marketplace and exchange testimonials for their services.
  • This thread caught my eye as I'm currently doing a little dinky WSO on the topic (see sig)

    No, that's by no means my best sales letter lol


    B.
  • Dramatic demonstration (see Scientific Advertising).

    Or, as has been mentioned... Get testimonials. You can write a testimonial yourself for it, for example.

    Cheers,
    Colm
    • [1] reply
    • 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.
  • You need to gain credibility, and to do this, have a genuine interest in the customer.
    Tailor the letter so what you are offering is in the best interest of the customer.
    There is no need to give a big marketing spiel, just provide an honest assessment of your product or service and advise them how it would benefit them.
    Also back your product or service with 100% money back guarantee no questions asked, and make sure you deliver on what you promise.
    Once you start making sales & delivering on what you promise (even when giving customers their money back if they're not happy with your product or service) you will start to gain credibility, and then you can let people know about it.
    • [1] reply
    • 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
  • What about admitting that you don't have any and use this
    as a 'reason why' selling point?

    Remember how Avis 'We try harder' campaign repositioned Hertz?

    -Ray Edwards
  • Good point Ray
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    Credibility And Lack Of it

    Hi Copywriting Warriors, We know that credibility -- is an important aspect when it comes to making the sale. Now, lets say that a client doesn't have an established identity (authority) -- and their product does not have testimonials.