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Give Them Proof and They'll Give you a Sale

Thursday, April 09th, 2015
By: Scott Cook

As a direct response copywriter charged with the task of convincing my clients’ customers that my clients are the right choice, I’m essentially a salesman.

I have to persuade them to act – to forget about the competition and choose my client’s business.  When I do this, I’m well rewarded for it.  After all, if you can make somebody money, they’ll gladly pay you to do so.

However, one of the critical elements, at least in the service arena, is to be able to prove that what you claim you can do… you can actually do.  I find this particularly challenging for startups because they may have little or no proof.

However, most service-based companies can point to a series of case studies and testimonials to back up their claims and justify their fees.  They really have to.

And it’s true for me too, for example:

  • I recently helped ShutterEaze raise around $45,000 in funds on their Kickstarter campaign which exceeded their goal.

  • With a series of real estate investment emails, I’ve already helped my client gather over $400,000 in seed capital in just a week or two.

  • One customer, a new swimming pool builder – Vulcan Pools – recently took my copy to a trade show and closed $75,000 in new work in just 2 days – and that was just at the show.


That’s just the tip of the iceberg, but it clearly demonstrates that my copywriting skills are worth something.  I have proof of concept, in other words.

So, the moral of this story is that when you’re trying to convince a prospect to hire you to perform a service, a big persuader is to show them examples of how it’s worked for others.  This isn’t the only component of a successful sales pitch – yet it’s a powerful one!

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