Ever heard of impostor syndrome? Sure you have. You’re an entrepreneur. And, it’s without a doubt something many people like you quickly come down hard with—almost as quick as those America’s Funniest Home Videos wipeouts.
Basically, it’s the feeling—which you get as a result of comparing yourself to others (competitors, friends; you name it)—of being inadequate or not credible enough to be doing what you’re doing. All despite evidence that indicates you’re actually in fact quite skilled and successful.
Feel as if I was describing your exact feelings at this very moment? And, even if you answered no, I’m sure you’ve been in those same shoes once or twice before. I have, that’s for sure. Heck, even renowned entrepreneur and marketer Seth Godin discusses his feelings of being a fraud—even after writing a dozen best sellers—in his book The Icarus Deception.
Yet, you’re probably wondering what this horrible imposter syndrome has to do with this post. Yup, I figured.
Well, as Margaret Dilloway at WriterUnboxed.com says, “If you get into a mindset that you should not tout your accomplishments at all, it’s easy to then think perhaps your skills aren’t as good as you thought.”
And, biggest thing is, it’s then easier for you to not see as many sales as you’d hoped. Because, when you actually push your credibility into the spotlight within your sales materials, you illustrate the fact that your product or service really does work. Thus, crushing any fear your ideal customers might have about buying.
So, for that reason, I’m here to help you break free from that doubt-filled mentality and share the seven methods you should be using to boost the credibility of your sales messages (& your worth).
Ready to learn about them? And stop being so shy about plastering your accomplishments and product insight across your sales content? Again, it’s all to see those steady dollar signs rolling into your bank account!
1. Winning Testimonials
I’ll begin with the most obvious of the seven. Many people rely on user reviews and recommendations all the freaking time. It explains why sites such as Yelp are so popular.
So, why should you rely on testimonials to boost the integrity and worth of your sales messages? Because they’re absolutely critical to bringing in new business.
In fact, Dimensional Research found in a study that 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions.
How is that possible, you ask? Well, they showcase the fact that other people—just like your ideal prospective customers—are showing you their wallets. Not to mention, you’re delivering on your promises to solve one of their ultimate problems.
Therefore, go ahead and sprinkle some into your sales materials. You don’t be disappointed by the results, that’s for sure.
2. First-Class Case Studies
Similar to testimonials, case studies give your ideal customers an inside look into your ability to meet their needs when using your product or service.
Let’s be clear about one thing though—it’s not your Plain Jane testimonial. Instead, it kicks things up a notch (or two) to tell a story, pulling in your audience by displaying exactly how you solved a problem for your client or customer. A client or customer who was once in your audience’s shoes. And, showcasing the fact that you were able to bring some serious value to the table, helping them reach the tip of their success iceberg.#CaseStudies showcase the fact you were able to bring value to the table for customers… Click To Tweet
Yet, case studies can tend to get a little on the lengthier side of things. So, I’d advise you to avoid plastering it in your sales material. Doing so would only load up on the amount of reading your audience will need to do.
And, instead, consider hosting these golden pieces of content on your blog. It’ll allow you to link out to them if you choose to do so on your sales page. Or, print them off to serve as an added bonus for any of your handouts.
3. Killer Statistics
Another way to up the ante is to backup your product or service claims with the cold hard facts—aka statistics. Reason being, according to writtent.com:
“Along with case studies, research and statistics will help persuade your readers to purchase, or at least justify their desire. Including these elements into copy will also support your claims and establish you as trustworthy.”
So, while having an emotional appeal in your copy is always nice and can take you far, including statistics in your sales messages is something you can do to nudge your audience into the purchase stage of the funnel.Including #statistics in sales messages can nudge your audience to purchase… Click To Tweet
That being said, what statistics can and should you insert into your sales materials?
- The popularity of your product—number of users, customers, or clients to date. For example, do you think putting “We’ve helped more than 1,500 entrepreneurs and counting” in your sales content would be more powerful than “We’ve helped many entrepreneurs and counting”? Absolutely!
- Past results based on your product or service’s goal—is your goal to save your customers time or money? Share a specific number related to either of those. For example, “Our sales copy software has helped customers save an average of 30 hours a week, which they would’ve otherwise spent on writing.” That statement is so much more effective than simply “Our sales copy software has helped customers save time each week, which they would’ve otherwise spent on writing.”
To give you a taste of this in action, take a look at Wix’s sales copy on their website:
Those are definitely some standout statistics worth sharing!
4. Quotes from “Celebrities”
Notice, I put celebrities in quotation marks. I’m not advising you to get a complete celebrity—such as Matthew McConaughey—to vouch for your product or service.
Instead, I’m referring to celebrities—the movers and shakers—that exist within your own industry. Maybe they’ve tried out your offering and absolutely love it. And, that’s something worth putting out into the universe.
We practice what we preach here at ScriptDoll and use this method for our very own product sales page. We’ve proudly received video testimonials of movers and shakers within the entrepreneurial and marketing world. Thus, we use them to share their love for the features and benefits we have to offer our customers.
The result? Our audience is more motivated to trust us, and ultimately, buy from us as we have industry experts in our corner who recommend what it is we’ve created. Bada bing bada boom!
5. Noteworthy Media Mentions
Wishing you could turn yourself into an industry “celebrity” like I just shared in method #4?
Well, you just might be one already! I say that because, if you’ve been mentioned in news or magazine articles, featured in TV segments, or even interviewed for a podcast, those are things you should for sure be sharing throughout your sales content.Share noteworthy media mentions of you and your #product or service in sales messages… Click To Tweet
And, for the sake of saving space, you don’t need to include the full excerpt or link out to the podcast. All you need to do to help lift your level of credibility is simply insert the logos of the media outlets, podcasts, and websites where you’ve been featured straight into your sales materials.
Take a look at how it’s done by none other than marketing guru Neil Patel:
Yes, this is a pretty avant-garde example. I mean, his includes the logos of really big names such as NBC, Facebook, and Google.
But, don’t get bogged down by that. If you’ve found yourself getting featured in the media, it’s something you should celebrate and reveal to your audience—no matter the brand.
6. Badges of “Honor”—Credentials & Awards
Are you in an industry that requires (or encourages) you to obtain specific credentials? If that’s the case, oftentimes, you’ll obtain access to a badge. And, you can then insert it into your sales content to show off the fact that you truly know your stuff. Therefore, people will trust you, and the value your product or service provides.
Take a look at how Kristi Hines, a freelance writer, promotes the fact that she’s up-to-speed on all things digital marketing to help her supply the best services possible to her clients.
Think with all those certifications her ideal clients are more inclined to reach out to her? Abso-freaking-lutely.
And, this doesn’t stop at credentials. You even have the opportunity to go as far as listing out your awards, and including that critical trust seal if you have a checkout page for your product or service
You know which one I’m talking about? If not, take a look at this example:
It really works, too. Blue Fountain Media performed a split test, and found that by adding a Verisign trust seal to its checkout page, its conversions increased by 42%. Hot dang!
7. Photographs of You Out in the Community
The seventh and final best way to boost the integrity and worth of your sales messages is by using an image of yourself speaking at a conference or other industry-related event within your sales content.
Why? Because according to TheMembershipGuys.com, these community speaking engagements provide evidence that you’re actually someone who is to be listened to when it comes to your area of expertise. You were invited to be on center stage in front of a room full of people. All because you have a credible message to share. So, let your people know that!
BONUS: Fact Check ALL the Details
Once you sprinkle in any and all of these methods into your sales content, you should—without a doubt—notice an increase in conversions. But, that’s only if you take the time to fact check.
Maybe you think your ideal customer won’t notice if you give a number a comfortable boost, or alter a testimonial or “celebrity” quote. After all, it’s probably not something that would make its way onto the infamous Snopes.com.
But, trust me, if they won’t, someone else will. Thus, you’ll run the risk of doing the opposite of what these methods aim to do—diminishing your integrity and worth. And, I’m sure that’s the last thing you want. For that reason, take your time when incorporating quotes and statistics into materials to support your sales messages.Take time to #factcheck when putting quotes & statistics into sales messages for support… Click To Tweet
Okay, what exactly can I get out of using any and all of these 7 methods?
I thought you’d never ask! Copyblogger.com shares four specific benefits you’ll grab hold of as soon as you implement the tips mentioned here today into your sales materials:
- Easier sales—as soon as you unveil the cold hard facts as to why you and your product or service should be trusted, you’ll find you no longer need to work your persuasion magic to get your prospects to buy. Your testimonials, case studies, media mentions, and more will do all the talking for you.
- Better quality customers—as soon as people recognize what you’re doing (such as industry speaking engagements or even getting love from industry “celebrities”), they’ll be willing to pay more to get what it is you’re serving up.
- Repeat buyers—when your product or service is backed by strong testimonials and case studies that reveal your ability to solve a problem, more customers will want to stick around. And, for a longer period of time.
- A constant influx of new customers—bottom line, when you’re implementing any and all of these seven methods, people will naturally be drawn to doing business with you. Mainly because you’ve provided reasons for them to view you as a credible product or service provider.
And, there you have it. The seven methods you need in your back pocket to help boost the credibility of your sales messages (& your worth!). When you put these into action, you’ll be grabbing hold of the four benefits I just shared—easier sales, better quality customers, repeat buyers, and a steady flow of new customers—much quicker than you think!
Also, if you’re looking for help crafting sales messages that convert, I invite you to join ScriptDoll. It’s a one-of-a-kind piece of software that will take the task of writing off your desk completely.
Have questions or something you’d like to share about this topic? Let us know in the comments section below. We’d love to hear from you!