One Thing You Can Do with Clients Who Have Little Proof

I'm sure it's no surprise to most copywriters here on this board, but the fact is, proof is one of the most important parts of selling.

There's social proof... and 2 programs I recently noticed come to mind where they have a scrolling list of customers who just bought their program. Fat Loss Factor and Bring the Fresh have a list of people who just bought, and it scrolls down during the sales presentation.

There are testimonials, which of course are one of the weakest forms... since they can be so easily manipulated.

Another thing I do with clients is, I try to BORROW credibility from well-known famous people/companies.

For example, I did a golf ad last year and mentioned how Tiger Woods used their clubs for a short time.

I also had a golf client offer a book by Tiger Woods as one of their bonuses...

I've worked with realtors who sell programs, and always try to use their organizations as credibility... whether it's Remax, Century 21, etc...

I wrote a letter for a software company recently, and listed out all the well known companies who were using this piece of software.

You can use "As seen in" and list out the well known magazines, newspapers, etc... that you were in.

I was in Muscle and Fitness and Men's health once for my fitness articles, so I used those magazines in my ads.

I once wrote a letter for a wine company, and we were able to get permission of the famous people/actors who loved this companies' wine.

One letter I wrote for a soccer program, we were able to mention the name of the professional organization that had used this program with success.

In most niches and markets, if you think hard enough, you can align your product/service with a well known entity and use some of that to "rub off" on your product/service.

There's no reason you can do this to borrow credibility and align yourself with well known products/services/people.