I’ve had a few clients that instructed me not to use what they call “absolutes” and “guarantees.”
One time, I was writing for a client who was selling a cocktail that had the potential to fight off brain and memory diseases.
I started using language like, “The Cure For Alzheimer’s in A Cocktail?”
Dude was like, “No, that’s not going to work. We don’t want to make any promises.”
I sat thinking, “but isn’t that what your product is supposed to do?” That’s when I was soon informed about how false claims could lead to lawsuits. Glad I followed instructions.
I ended up getting the hang of writing for clients like these, but it was very challenging for a while. I mean, how are you supposed to write about a product or service if you can’t even guarantee that it works?
But then started observing successful campaigns and noticed a common key. And it’s because of this key that testimonials and credibility work so well. It’s also the same reason why people buy lotto tickets, or why they’re willing to drop a fortune at casinos…
They’re buying these products based on sheer hope.
By the way, if you DO want to learn how to sell with a money-back guarantee, check out the blog: How To Win Customers With A 100% Money-Back Guarantee.
Why Hope Is The Secret Behind Testimonials
I realized that testimonials are way more powerful than simply providing a proven track record for your audience. While a “money-back guarantee” is a great aid in closing the sale, it’s the real-time reactions that attract your prospects.
If they see, hear and feel that whatever you’re selling works from the honest reviews of other people, they will feel confident that your product will work for them, too. Hope is even stronger if people of HIGH authority solve their relatable problems with your product.
But understand, there’s no guarantee that your product is going to work for them, it’s just them HOPING it’s going to work!
Now, I’m not suggesting that we as copywriters should take pride in being hope-peddlers. But I had no idea how much we put our faith in hope until I started writing copy!
Learn more about testimonials and credibility in the blog: How To Use Testimonials To Create Credibility.
Hope Only Works If Your Testimonials Are Believable
Remember how people are easily prone to following the crowd, thanks to heuristics? It’s just another way of saying, “when in Rome, do what the Romans do.” If EVERYONE is saying that something is good or bad, there’s a great chance that your prospect is going to believe it.
So not only do you have to have believable reviews suggesting that your product WORKS, you also have to have a bunch of people saying a product works! Have so many testimonials that it completely clouds out the fact that you don’t have a guarantee or absolute backing up your product! While this insinuates that the product WILL work for your prospect, the only way they’ll ever really know…
…is if they buy it and try it out themselves!
Learn more about our secondary human desires in the blog: The Need Of Desire For Engaging & Converting Sales Copy.
Hope Is More Powerful Than You Realize!
So in conclusion, your best tools to inspire hope are believable testimonials and credibility from authority sources. When you utilize the power of hope in your copy, you won’t have to hope that your product sells!
For more copywriting tips and strategies, check out the blog at joshwrotethat.com.