If you’ve watched the original first, Austin Powers movie, then you’re probably familiar with today’s subject line.

But the truth is, while it’s important to make strong claims — it’s also important to make believable claims.  And all too often — especially online — it seems like common sense is tossed out the window, when it comes to making claims.

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Todays ranking on the amazon.com direct response best-seller list: #50 (41, 5-star book ratings doesn’t hurt!)  ***

I think, the less effort you have to invest into creating your sales message — and by less effort, I mean “less money” — the more crap and nonsense people seem to feel entitled to put into their work.

However, what people forget is that buyers aren’t stupid.  Unless you’re able to back up your claims, no one’s going to believe you — and therefore, no one’s going to buy.

Being credible is more than just “because I say so.”

You need an onslaught of social proof (testimonials), results, case studies, before and after photos, scientific studies — whatever makes sense.

Unfortunately, though… most people forget this and go right to the close.

However, ask them how this is REALLY working for them, and… you may not get the same happy camper who told you with confidence, you can make a small fortune overnight or eliminate 50 years of facial lines by tomorrow morning.

In fact… I’d be the farm on it  :-)

Now go sell something,  Craig Garber

P.S.  Make ’em say “YES!”

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