How to Make a Sales Page Convert When You Include Proof
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By :
A.J James
Submitted
2012-02-06 09:43:38 |
How to Make a Sales Page Convert When You Include Proof
Convert your pages!
If you are an Internet marketer who writes your own sales copy then you know the AIDA formula for how to make a sales page.
If you don't then here is the basic run down of the acronym and how it SHOULD work for you:
A
Attention: the sales copy must attract the attention of the reader
·
I
Interest: raise the reader’s interest by focusing on the benefits of the product or service
D
Desire: convince the reader that they desire the product or service because it is the solution s/he is searching for
A
Action: lead the reader to take action by purchasing the product or service
Including different kinds of proof that the product or service will do what the sales copy says it will do is a part of the “Desire” section of the formula.
Nothing increases desire more than proof that the product or service works and works well. This article discusses 5 types of proof to include in sales copy to convert your readers into customers.
How proof works to convince customers to buy
In former times when door-to-door sales were popular the salesman offered proof that his vacuum cleaner could pick up any mess dumped on the carpet by letting the person see a mess picked up effortlessly by his vacuum cleaner.
The author bought a Kirby cleaner after one of these demonstrations.
People still need to see proof that a product will perform as promised. If they can be convinced that the product will solve the problem, they will click the buy now button to make the purchase.
Here are five types of proof to include in your sales copy.
Testimonials
Despite the fact that the federal government has recently placed restrictions on what can be said in a testimonial for a product or service, this is an effective type of proof when included in a sales letter or a product or service review.
Nothing motivates a customer to purchase like testimonials. These are real people who have tried the product and found it to be as advertised. You will now need to comply with the FCC rulings.
Case Studies
Case studies are testimonials that contain more details.
A case study describes the problem the customer had before finding the product or service, how he solved his problem with the product, how long it took for the problem to be solved and the end results. People are more apt to believe a case study because of the details.
Video Demonstration
In the example of the door-to-door sales of a vacuum cleaner mentioned earlier, there is nothing stopping the marketer from video taping the same demonstration without the expense of going door-to-door, the time spent and the rejection factor.
A video demonstration is the next best thing to being there. This is highly believable proof that the product or service works.
Using Credentials
People tend to believe experts. Experts are people who have 10 years or more of experience, published authors, have had TV/radio/magazine/Internet interviews and appear in newspaper articles. If a sales letter or review contains expert advice from an authority figure the product or service appears believable and therefore, worth buying.
Free Trial
Offering a free trial quells the fear that the customer may lose if they buy the product. The free trial period of 14 or 30 days encourages the reader to try the product and if they don’t like it they can return it for a prompt refund.
Trials that require a $1 deposit for 30 days is very believable and most people are willing to go this far just to test the product.
In Conclusion
These five types of proof: testimonials, case studies, video demonstration, credentials and free trials have worked in converting a reader to a customer since the beginning of using copy to sell products and services. The more you set a customer’s mind at ease, the more opportunity you have to make a sale. If you can incorporate one or more of these proofs in your ad copy you will experience more sales.
How to Make a Sales Page Convert When You Include Proof By AJ James
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