Two Words That Could Kill Your Promotion
Imagine that you’re buying a car. You’re about to sign the papers when the salesman says something that makes you question everything else he’s said so far.
"The Modicum 386X is the safest, sexiest, fastest car on the road," he says. "Trust me. You won’t be sorry you bought it."
"Trust me." These two words immediately send up a red flag in the prospect who hears them … or reads them in your promo.
Your prospect wants to trust you. (And by "you," we’re of course talking about the person in whose voice/name you’re writing the sales letter.) You gain that trust by divulging the company’s/product’s track record. By supporting your claims with real, believable, understandable evidence. By writing in a friendly, authoritative, conversational tone.
You do NOT gain trust by telling your prospect to trust you. Those two words are sure to raise doubts in his/her mind. However, you can say things like "People have trusted Boucher Industries for 68 years. We’ve earned that trust because …" And then give the real reasons.
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