Most Advertising messages assumes the prospects or clients accept a “trust me” copy approach.

There is no verification of claims. No proof. No backup of claims.

Here’s the problem: Your prospects aren’t going to trust you just because you tell them to. You actually have to earn that trust in your copy.

When you say to your prospect, “You can trust me,” without backing that up with certifiable proof, you sound exactly like the con artists you’re trying to distinguish yourself from.

Focus on proving your claims with real, hard-hitting testimonials, comparison charts, statistics, specifics, stories or examples… “proof.”

If you can do that, you’ll win their trust – and their business.