Shaun Crowley (bio)

You’ve written a few paragraphs of mouth-watering copy—but the selling process isn’t over yet. You may have aroused your reader’s desire for the product, but she is likely to have certain questions, objections, and reasons not to bother responding.

Most of these concerns are based on an unwillingness to spend precious money or time. Some of your reader's concerns may be emotional, often irrational, such as a fear of being ‘ripped off’ or 'taken advantage of'.

To dispel these concerns, you need to convince your reader that your product does what you say it does, and that the product really is value for money. You need to prove to your reader that every one of your claims is genuine. The following tips help you to do just that.

 Back up your points with facts

Specific, fact-based copy not only whets the readers’ appetite for the product, it also helps you to validate your product. Over-claiming points that you cannot prove will make your reader suspicious—so refer back to your meeting notes for facts and examples and be as specific as you can.

 Offer strong guarantees where possible

Nothing is more trustworthy than a set-in-stone promise. Guaranteeing your claims limits your reader’s perceived risk of purchasing the product.

Guarantees can be based around results, quality, durability, strength, customer satisfaction, a commitment on behalf of the company, fixed price promises, and lowest price claims. You and your client must be sure your promise can be administered, as your client may be legally bound to adhere to it.  

Use testimonials

As the copywriter, your opinions don’t count—but the opinions of others do. That’s why testimonials from trusted sources can be an effective way of backing up your claims.  

State the company’s or product’s reputation

People tend to trust products from reputable, successful companies, whereas purchasing products from newcomers may involve an element of risk. If your client has a previous success story, try to drop it into your copy.

Emphasize age and experience

People trust companies and products with experience. This is partly down to a rational decision—longevity brings continual improvement. It’s also down to an emotional decision based on the perception that ‘old’ means ‘wise’ and ‘trustworthy’. Unless you are trying to present your product as being modern and fresh, it is worth stating experience.

Show how the product is better than competing products

If your client’s product does something better or offers better value than the competition, demonstrate it in a checklist or table, or drop it into your copy. Although this does not break advertising codes of conduct, you must be sure your comparison is fair. Comparisons should:

·        Only compare products that are intended for the same purpose.

·        Only compare relevant and verifiable features, such as price.

·        Not select information in a way that is misleading, giving the product an artificial advantage.

·        Not unfairly attack or discredit other businesses or their products.

Conform to the standard codes of advertising practice.

All your claims should be legal, decent, fair, and truthful. Before you send your draft off to the client, ask yourself:

·        Can you prove all your claims? Does your client hold documentary evidence to support them?

·        Have you been careful not to exaggerate the value, accuracy, scientific claims, or usefulness of the product?

·        Have you ensured that any obvious untruths or exaggerations will be perceived as obvious untruths and exaggerations, and will not mislead the reader?

·        Have you included all the necessary information to communicate the product in an honest and truthful way?