How To Get Your Prospects To Trust You

Recently, I received an email from a subscriber who asked:

How do you make the buyer trust you?

Isn’t that a great question?

Listen, one of my favourite authors is a guy by the name of John Grisham. You’ve probably heard of him yourself, or at least heard of the films: The Client, The Firm or The Pelican Brief.

My favourite book to date is “The Partner” – a fascinating book which keeps you on the end of your seat.

Anyway, what does all this have to do with trust?

The majority, if not all of Grisham’s books are about the legal profession. And as I’ve read them, one of the things I’ve realized is:

Being A Copywriter Has Similarities To Being A Legal Professional.

Let me explain: If you’re trying to win a case as a lawyer, you need to prove why your client is innocent. You need to do your research. You need to get witnesses to validate everything which works in the favour of your client.

And it’s the same with copywriting, isn’t it?

You need to do extensive research before you put pen to paper… the same as you need to do extensive research before you walk into the courtroom.

For instance, let’s imagine you are writing a letter to prove why you should buy vitamin C.

Your first step, should be to do your research. For instance, did you know:

A study was published in the Canadian Medical Association Journal of Sept. 23 1972. Over 102 days (3.4 months) in winter, 407 25-year old Canadians took 1 gram a day. Plus 3 grams a day during the first 3 days of any illness. And identical group on taste- and look-alike dummy pills had 40% more people seeking
medical help (56 vs. 40), 58% more doctor visits (94 vs. 60).

According to these non-refuted results, 1 gram a day of Vitamin C with an increase during illness would change the face of everyday medical practice.

Now doesn’t that little piece of research make you believe me more than if I simply stated: you should eat vitamin C because it’s good for you.

If you added more facts to this one, testimonials and endorsements from a few doctors… don’t you think your customer would begin to trust your judgment?

By: Scott Bywater

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Scott Bywater is a professional direct response copywriter and the author of Cash-Flow Advertising. To get a complimentary copy of his special report '7 Ways To Increase Your Turnover... No Matter What The State Of The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" ezine where you'll discover how to write ads and sales letters that make people line up and practically beg you to do business with them visit his web site at www.copywritingthatsells.com.au