Copywriting courses – Day 7: How to make people believe you
*** Every weekday for 30 days, I’m giving you one “big idea” to solve your toughest marketing challenge. To submit your problem for consideration, follow the format today’s subscriber used, and then hit “reply” with your own specific details and challenges. My assistant will filter through these and forward me the best ones to review ***
Today’s question comes from Krister Maxe, out of Stockholm, Sweden, who asks:
“I am starting a coaching group/mastermind for entrepreneurs, the cost is $2,300 per month. the biggest challenge is making them believe that my coaching works. It does. I have lots of proof but people are still hesitant.
OK, so how do you get people to believe you?
This is perhaps one of the most important questions you can answer. After all, unless you’re selling air to people stuck underwater, if your buyers don’t believe you’re going to deliver, they’re not going to buy.
Here are three things you can do, to make yourself believable.
1. Social Proof – in the form of testimonials, case studies, and stories.
Look, what other people have to say about you, is always FAR more important than what you have to say about yourself. And the more detailed you can get… the more you can take your buyers through other people’s stories about how they worked with you and what happened from it… the better off you will be and the more believable your testimonials will be.
2. Offer Guarantees – make this a risk-free proposition
Let your buyers know if they do what you say, they’re going to make “X dollars,” or some kind of a multiple return on their investment in your program. And if they don’t make this, you’ll refund their money.
People are a lot more willing to get involved with something when there’s no risk involved.
3. Lastly, take positioning into account.
I sense the frustration in your message, Krister. But the problem is… your buyers may be sensing some frustration in your message as well.
And this completely compromises your positioning. When something is more important to you as the sales person, than it is to your buyer… then, POOF! You are done.
I’d go the other way on this thing. To improve your positioning, limit the number of people in your group.
Say you’re only taking 5 people, for starters. This scarcity will automatically make the deal more appealing. Then do a few teleseminars or webinar promos for this, and include one or more of your existing clients on the call.
This should help you out — let me know how things go.
Hey, and check out this case study I recently received:
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Now go sell something, Craig Garber
P.S. Chapter 3 – my secret weapon, finally revealed
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