Now, if you make an offer (no matter how incredibly good it may be), you won't attract sales if no one believes you can deliver what you offered.
That's because people need to trust you before they will make a purchase from you. And, if the purchase is something that appears too good to be true, and they don't know you, they simply won't believe you are telling the truth.
Like any relationship, you have to build trust over time by delivering what you promise. So, what can you do for those that have yet to buy and haven't even entered into a commercial relationship with you? Well, you can flash your credentials!
Have you ever noticed that when people find out you are a doctor, they automatically assume you are smarter and richer than the average person?
That's because your profession gives you credentials to be a person of integrity and a productive member of society. Education is one way that people flash credentials, by putting the initials to their degrees next to their names. There are certain ways to establish your credentials with your website audience that can be used to get them to trust you more and, thus, help you make the sale.
The Strategy
The nature of this strategy is to create a tone of authenticity and authority. You want to sound believable, educated, maybe even an expert about a particular topic related to your market niche. When people find someone who they can trust to tell them the truth exactly like it is, then they are more easily influenced into following the advise that person gives.
You will want to invoke associations that enhance your image as a knowledgeable and credible person and reduce the associations to those things that may impinge on your good name. Both of these aspects are looked at quite closely when a customer is trying to make a decision whether you are steering them in the right direction or just trying to make a fast back.
You will have to pay attention to the language that you use in your sales copy.
It shouldn't contain any outrageous claims or even untruthful exaggerations. You want to highlight the benefits of your product or service, but in a manner that comes off as genuine, not hyped.
There are a number of different ways to implement this strategy, to help you build your credibility quickly and effectively, however, the strategy is still the same. You want to remove the objections in your customers mind to the possibility that they are being taken for a ride or influenced in underhanded ways.
You do this by seeking to make sure your transactions always have a high degree of integrity from sale to delivery, and that you back everything with your good name.
Jose Amoros
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