Dan Kennedy is the grand daddy of direct response marketing.
He has generated billions of dollars in sales across multiple industries and has been doing it longer than I’ve been alive.
I’m privileged to own a copy of his book ‘No BS Sales Success’ that was printed in the mid 80’s.
It’s a window into the pre-internet days and I use it to remind myself that the more things change the more they stay the same. Even though the mediums we market through have evolved dramatically, human psychology hasn’t.
In the book, he recounts two examples of sales people who used overwhelming evidence to virtually guarantee a sale.
Example one is a door-to-door insurance sales person who turned up to sales appointments with a ring binder. The ring binder was inches thick and crammed full of testimonials and letters from previous clients detailing how wonderful and trustworthy the sales person is.
Example two is a car sales person who had a 10 metre banner behind his desk with a picture of every person he had a sold a car to.
Both these sales people presented overwhelming evidence that they we’re the solution to the customers problem and they had done it successfully for hundreds or thousands of other people.
Infomercials use the same principle with testimonial after testimonial of previous customers.
The same principles can be used online.
You could have an overwhelming number of product reviews.
You could have an overwhelming number of testimonials.
You could have an overwhelming number of customers using your products.
They aren’t literally overwhelming but the customer has only one choice to make in the face of overwhelming evidence that your products are good.
Are you presenting overwhelming evidence that your product is good?
If not, you have some work to do.