Sell Like Crazy

7. Show your credentials
Prove to them you can be trusted, establish your credibility, and
demonstrate your expertise.
At this stage, your reader’s scepticism is high and must be quietened.
They’re telling themselves, ‘Sure he says he can fix my problem. That’s
what they all say. I’ve been told this a hundred times’. So, prove to them
you can be trusted by showing them your credentials. For example:
Results you’ve achieved.
Successful case studies.
Prestigious companies (or people) you’ve done business with.
The number of customers you’ve served.
Press mentions you’ve received (any and all).
Important awards or recognitions.
Your reader must feel ‘you’ve been there and done that’ with great success
and that they can expect the same.
8. Detail the benefits
People don’t care about you or your product or service, they only care about
what it will do for them. Features tell and benefits sell, so talk only in
benefits. Use bullet points to call them out. Make a two-column list; in one
column have all the features and in the second column have the

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corresponding benefit.
9. Social proof
You must build credibility and believability in your business and your offer.
Use third-party validation to build authority, such as research statistics or
quotes from credible or authoritative sources.
10. Make your godfather offer
In order to convert, your offer must be:
Clear and easy to understand: There should be no question as to what your
audience is getting in return for their email/purchase/registration.
Value-based: Your offer copy should be focused on how it will fill a need or
solve a problem.
Concise: Keeping it short and to the point will drive more conversions.
Persuasive: If there ever was a place to bust out your salesperson chops,
your offer is it.
Irresistible: It must be such a good offer that it’s a no-brainer for your
prospect and even leaves them asking themselves, ‘How can they possibly
offer so much value?’ Make it so compelling that only a lunatic would
refuse!
11. Add bonuses
Add relevant bonuses or sweeteners to the offer. These should be highly
desirable but not essential to reaching the desired outcome – prospects
simply need to want them.