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10 Ways to
Write More Effective Ads
Incorporating
Proof and Believability
Page 2 of 3
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If
applicable, cite any awards or third-party reviews the product
or service has received.
·
If
you’ve sold a lot of widgets, tell them. It’s the old “10
million people can’t be wrong” adage (they can be, but your
prospect will likely take your side on the matter).
·
Include a GREAT return policy and stand by it!
This is just good business policy. Many times, offering a double
refund guarantee for certain products will result in higher
profits. Yes, you’ll dish out more refunds, but if you sell
three times as many widgets as before, and only have to refund
twice as much as before, it may be worth it, depending on your
offer and return on investment. Crunch the numbers and see what
makes sense. More importantly, test! Make them think,
“Gee, they wouldn’t be so generous with returns if they didn’t
stand behind their product!”
·
If
you can swing it, adding a celebrity endorsement will always
help to establish credibility. Heck, if ‘ol honest Abe Lincoln
recommended your product and backs up your claims, it must be
true! Ok, you get the idea, though.
·
When it makes sense, use 3rd party testimonials. What
are 3rd party testimonials? Here’s some examples from
some Web site copy I wrote when there weren’t many customer
testimonials available yet:
“Spyware, without question, is on an exponential rise over the
last six months.”
-
Alfred Huger, Senior Director of Engineering, Symantec Security
Response (maker of Norton security software)
“Simply clicking on a banner ad can install spyware.”
-
Dave Methvin, Chief Technology Officer, PC Pitstop
A deployment method is to “trick users into consenting to a
software download they think they absolutely need”
-
Paul Bryan, Director, Security And Technology Unit, Microsoft
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