Are You Believable?
Recently, I consulted a client selling a weight loss tea.
Their current control lacked credibility all over the entire microsite (long form sales letter on one web page asking for a sale).
And believe it or not, there are numerous medical studies, from Europe, the US, China, and Japanese Universities, suggesting that certain teas (their’s in particular) have positive effects in losing weight, speeding up metabolism, and fighting diseases like cancer, heart disease, arthritis, even dementia.
Real, solid, scientific studies by prestigious Universities around the world!
All I did was replace the empty hype-sales language with excerpts from these studies in fresh, light, and persuasive language. The new website beat their old control over 300%. Bingo!
I recently got an ad by email. A lot of things are wrong with it regarding believability:
- I’m not a good prospect for them: If I was desperate maybe I would be. After all, I am human and in times of weakness, I’ve bought things that really didn’t live up to my expectations. So now I’m more skeptical than ever — and so is your prospect!
- It’s cliche: $10 and you can retire a multi-millionaire. Heard that one before. I write a bit for the business opportunity industry and that’s a common theme. The problem is when everyone does it, it loses its effect.
- Does it attract the wrong kind of person? In business opportunity sales, clients want level headed people who want to be successful running a business (large or small). This message attracts… hmm… economically bipolar/schizophrenic greedy folk who quit after 3 hours of “working” a program and wasting my client’s time and resources.
- Maybe this kind of client is what this company wants: Reading the email I get the feeling all they want is your $10 bucks and then, “sayonara sucker” (that’s good-bye in Japanese, by the way)! Economically bipolar/schizophrenic greedy people easily spend $10 if it means they can retire a multi-millionaire.
- It’s too unbelievable: No matter how you slice it, it stinks like rotten onions. $10 into $400,000? In what time frame? 150 years? No thank you… In a week? Get lost…
- It’s too short: Maybe it’s true. Maybe this is a legitimate product. If it were my client, though, I’d convince them to let me write a longer letter that actually proved some of the statements. Enough so the reader felt comfortable or comfortable enough to click the link. This email is so cheesy (a.k.a lame, stupid, smell of horse manure) that I think it’s just a fraudulent ID theft scheme.
- At a minimum: I’d include a phone number. I’d invite them to email me. And off the top of my head, there are at least 17 more tactics they can use to improve the believability, credibility, and therefore response to this direct marketing piece.
I gather that the main purpose is to get you to click on the link. Then on the landing page, push you to give up $10. But this offer totally stinks. Have you ever heard of fraud, ID scams, phishing schemes, swindlers, snake oil?
This is important for you to understand because your market is skeptical. Probably, more skeptical than you. The only way to combat their skepticism is to be believable. If you do it well, you’ll increase your conversions and profits — like my client with the diet tea.
Here’s the email ad I received:
To supplement your translating, writing, teaching or tutoring …
Turn a One-Time $10 Into $400,000+ Repeatedly
Ok, I didn’t believe this either. It still didn’t sink in when I made $800 in one night while I was sleeping. Then the payments just kept on coming in day after day and more of them each day than the day before!
This actually serves an excellent purpose, too. Everyone who pays you is requesting that you add them to your personal income seekers mailing list. I have 10’s of thousands of people on my list now. I can advertise whatever I want whenever I want to all of them.
You’re probably thinking what I was thinking when I first heard about this. Must cost a fortune, huh? Wrong. It’s only $10 one time. That, in fact, is what makes this work so well. Everyone can afford $10.
I don’t really need to say anymore, do I?
I’ll be happy to answer questions after you’ve thoroughly read the website.
What do you think? Do you want to give up 10 bucks and see what happens?