At a bare minimum, you’ll find the following six elements in every ad or sales letter they write:
- Strong “reasons why”: Reasons why your product is different … why you’ll deliver the benefits you promise … and why your prospect should act now.
- Specificity: Make sure every claim, reference and statement that you make is as specific as possible.
- Logical foundation: The logical if “A” then “B” then “C” argument that runs through your copy.
- Examples and documentation: The immediate backup of every claim or promise you make with examples and facts.
- World-class guarantee: Proof that you stand behind your product and will deliver on your promises.
- Compelling testimonials: What your real customers are saying about you and your product.
In fact, here are twelve more time-tested strategies for proving every promise you make:
- The Mechanism of Action: The unique way, method or system your product uses to deliver the benefits promised.
- Paint a Vivid, Compelling Picture: Highly detailed, vivid pictures that give your prospect reason to believe you’ve “been there.”
- Demonstrate the Product: Show how your product looks, works and performs in action.
- Be Somebody: Why the person standing behind the product is highly qualified to be selling this product.
- Show Some Personality: Proof there’s a real, living person talking about the product – not just a bunch of lifeless words on a page.
- Brag About Your Track Record: The company, product or editor’s record of success in keeping similar promises to those made in the ad.
- Walk Them Through a Case History: An extended testimonial that tells the story of someone who’s changed their life with your product.
- Connect Your Product to Clinical Studies: Studies conducted by notable institutions that prove the nutrients in your product deliver a specific benefit.
- Harness the Power of Publication: Major publications that have mentioned your editor, product, nutrients in your product, etc.
- Demonstrate Your Benefit with Process/Graphic Sidebars: Visual, scientific images showing how your product works or why what you’re claiming is true.
- Feature Media Appearances: If your editor or product has been mentioned, interviewed or featured on a notable radio or television show or channel.
- Seek Out Celebrity Endorsements: Celebrities that vouch for the quality and benefits of your product.
Generally speaking, the more saturated your market, the more proof you’ll need to prove your case beyond a shadow of a doubt …
And make your product stand out in the crowd of “me too” promotions littering the landscape.