Leverage an expert – whether you have one or not.

Making yourself believable is one of the big overall objectives you should have when you’re writing copy. And you’re not going to be believable unless your copy is believable first.

In reality, all the believability you need is in your research.

I remember, the first long-form sales letter I wrote for the late Gary Halbert. I was up pretty much all night long. The following morning we were walking across the street, going from his apartment to the pier to look at his boat. I mentioned to him that the most important thing I learned was the research you did to create your sales letter, would make or break your copy and your response.

He agreed and reassured me I was correct, and so I am passing this on to you.

So here are a few tricks you can use — things you should be looking to exploit when you’re doing research to write your sales letter. This has to do with using others – specifically other experts – to validate your message and to create believability. (Of course, each of these things needs to be true if you’re saying them.)

“Used by Navy Seals”

Be careful here. Your natural tendency is to want to say “Endorsed by…” but there’s a big difference between the two. You can also break this down further, like for example if there’s a certain ingredient in whatever you’re selling that’s supposed to be the missing link in getting your customers their big benefit, you can also show that this particular ingredient is “Used by (expert).”

“Tested by UCLA Biology Professor Dr. ___ in August of 2008”

Again, this offers the (expert) third party social proof you need to create believability, and you can often find information about studies that have been done on whatever it is you’re selling, when you’re doing your research.

“Sworn under oath by ___” (expert)

I’ve often used this, for example, when I’m mentioning financial records or income earned. I’ll show some actual checks or copies of bank statements, or online merchant accounts, and have them “sworn under oath by a certified public accountant.” Again, this gives third party expert social proof.

Remember, leveraging experts is important and goes a long way towards making your claims, and therefore YOU, believable.

Now go sell something, Craig Garber

P.S. I have another video I’ll be posting up this afternoon, so make SURE you watch it. In the meanwhile get your hands on this: http://www.kingofcopy.com/ssnl

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