* Use specific numbers.
* Make a great offer. You can “buy” new customers this way and profit from their lifetime value.
* Consider a free offer to get prospects/customers into your marketing funnel.
3. Counter superskepticism.
You may be the most honest person in the world. Your company may be the most honest in the world. But your potential customers know there are many dishonest people out there.
Stories of Internet scams, ID theft, company bankruptcy and credit card fraud are in the headlines almost daily. And many people simply disregard claims that sound “too good to be true.”
To succeed, you need to add heavy credibility to your marketing messages. This will reduce the risk or fear people may have about doing business with you. Here’s how to do that:
* Show the number of years you’ve been in business, membership in trade organizations, awards won, etc.
* Offer a free sample or free trial.
* Offer a risk-free, money-back guarantee.
* Sign your name to the ad or sales letter.
* Use a photo of the person writing, a product photo, a business photo or an employee photo.
* Use customer testimonials extensively.
* Include case studies.
* List your physical address, phone, fax, e-mail and business hours.
* Have an industry expert be your spokesperson.
* Acknowledge any doubts or “sneaking suspicions” your prospects may already have and give them valuable, factual information to support your product/service.
4. Join the customer service and satisfaction society.
Today, more than ever before, no business will succeed long-term without excellent customer service and customer satisfaction.
People want it and demand it. If they don’t get it, they will buy from another person or company. It’s as simple as that. The most successful new businesses are customer satisfaction fanatics.