At the heart of every successful sales pitch is a big bold promise hinged on your buyer’s optimism and their belief in your ability to make it come true.  Doesn’t matter whether you’re selling makeup, or the stuff you use to coat your deck out back… if there’s no big promise, there’s no sale.

And if you look around at all the sales letters out there, surely this hasn’t fallen on deaf ears.  In fact, the more you look, the more incredulous the promises get.

“Instant” this, and “Automatic” that, and all you can want out of life while you sit down in a chair eating Ruffles and getting fat.  Wow, what a wonderful world it is out there, no?

But see, making a big huge promise, and your prospect believing your big huge promise, are mutually exclusive from one another.  Anyone can (and does) make big huge promises, but few of them are believable.

And even fewer of them function as buying triggers.  So let’s take a look at three reasons why most claims aren’t believable:

1. For starters, most people make their claims too outlandish.  Even if they are true, if every single one of your claims is too far-fetched, you’re going to have a tough time selling anything.

The last thing you want to do when you’re selling, is create skepticism and doubt.  And if every claim you make, or every single testimonial you have (with two exceptions), sounds “too good to be true,” then your claims are going to be questioned, regardless of whether they’re true or not.

As a side note, those two exceptions are as follows:

The first is when you have in-person testimonials, like before and after interviews of physical transformations (fitness stuff, for instance).  It’s hard to refute claims when you see the results right there in front of you.

And the second situation is when you’re selling something that’s new to the marketplace.  In this scenario, people have no frame of reference so it’s harder for them to question your claims.  But this is a rare situation, obviously.  Now back to what we were talking about…

2.  You aren’t backing these claims up with enough stories and details.

Things become a lot more believable when you’re supplying both of these things.

If you have children, for example, you know your kid is lying about something the minute they start telling you how some big ordeal happened, but they aren’t giving you the details and the full story surrounding the situation.

Buyers have the same “sixth sense” you do, when it comes to giving you money.

3.  Lastly, whenever you’re making claims — especially in print — you want to try and take a 20,000 foot view of what you’re doing.  Look at your claims and what you’re saying as if you were an outsider dropping in on your conversation.

And really evaluate your words from this vantage point.  If anything you’re saying isn’t something you wouldn’t say in person face-to-face… or if anything you’re saying doesn’t “feel” right, then get rid of it.

Because if something doesn’t feel right, then with little exception, you shouldn’t say it to someone you’re trying to sell something to.

Or to anybody else, for that matter.

Now go sell something, Craig Garber

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