There is one factor above all that takes a prospect from suspicion to trust. It’s not always easy, but providing you do it right, it always works.

What is this magic formula? You already know …

Ask yourself when you trust a product, guru, or their advice most?

When you KNOW their stuff works!

The problem of course is in many cases marketers feel in a catch-22. How can the customer know for a fact something works unless they buy, but they will not buy unless they know it works.

So we tell prospects our stuff works in copy and aim to show they work in video.

• Case studies
• Testimonials
• Product demonstrations
• Reviews

A great example of this are the “will it blend” videos!

But the very best way is to get the prospect to actually use our product, take our advice, learn a bit of our system.

This is why “try it and pay nothing for x days” works so well. All the risk on the part of the customer is taken away. They might still heavily doubt your claims, but they know if those claims prove false, then they have nothing to pay.

In most cases you don’t quite need to go that far. Can you offer a free, scaled down version of your product or service?

• Consultants can do 20mins free, pay for the full hour?

• Software products are often free trial or fewer features, but pay to unlock.

If you want to get more sales then the more proof your product, service or system works, the better you will do.

Can you think of other examples where a company has demonstrated their stuff works in a creative way?