Internet Marketing Digital_marketing_for_dummies | Page 172

earlier.
Infomercials have mastered the concept of showing proof. They show knives cutting
through nails and then easily slicing a tomato, or they demonstrate a cleanser removing a
red wine stain. Proof appears in many forms, including:
Demonstration: If you can show that it works, do it.
Social proof: If you have testimonials that fortify the claims you’ve made, include
them here. Mention how many other people have benefited from your solution.
Data or research: Use data and research that you have conducted yourself or from
reputable sources.
Borrowed credibility: Find and use information from reputable sources such as The
New York Times, Harvard Business Review, or trade associations.
The higher the risk involved in your offer, the more proof your buyers will need to feel
comfortable in making a purchase with you.
If you can’t properly substantiate a claim you’ve made, consider removing it. A
claim or promise with no proof can do more harm than good.
Step 9: Make the offer
The offer you make to your readers should include exactly what they can expect to receive
if they give you money. Most important is for your offer to be clear and not at all
confusing. If your readers have even a shadow of a doubt as to what they will get, they
won’t buy. Here are some examples of information to include for the sake of clarity:
Will you ship a product? How long will it take to get there?
What are the dimensions of the product? What is the weight?
How much does it cost? Are payment terms available? Do you accept American
Express?
Think through the questions that your readers might have about the offer and be sure to
answer all those questions.
Step 10: Sweeten the deal
You may find that bonuses are not applicable to your offer. However, if you can add
bonuses, you will almost certainly increase response. Perhaps you can add, at no additional
cost to your buyers, a bonus product to the first 100 people who respond. Or give those
who buy before a specified date an additional discount.
Adding a bonus is a great way to increase urgency (covered in Step 11) by taking those