The goal of conversion copy is to compel action.

And there are plenty of tactical ways to do that… but the most persuasive — by far — is to show PROOF your offer will deliver on its promise.

For example…

Testimonials prove.

Reviews, case studies, well-known logos, celebrity endorsements.

Testimonials make your prospects think: “If it works for them, it’ll work for me!”

Guarantees prove.

A “money-back” guarantee is good. A “double-your-money-back” guarantee is better. The more courageous your guarantee, the more confident prospects will feel about making a purchase.

Guarantees make your prospects think: “I have nothing to lose!”

Demonstrations prove.

Demos are the most compelling form of proof. Think infomercials. Think before-and-after photos. Think oil-spill ducks getting cleaned with Dawn Dishwashing Liquid.

Demonstrations make your prospects think: “Seeing is believing!”

And why is proof SO effective?

According to master copywriter, Joe Sugarman: “It’s the rarest component to manufacture.”

In other words:

Testimonials are hard to get.
Guarantees are scary to give.
Demonstrations need to actually work.

And that rarity engenders trust in your marketing.

LEARN TO PERSUADE

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Hey there, thanks for reading. :)

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Enjoy!

Eddie Shleyner 
VeryGoodCopy, founder

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