Trust is much more easily destroyed than it is built. Building trust is like building a sandcastle – it’s incredibly beautiful when it’s built, but just one mistake could wash it all away.
Here are five of the most common yet deadly trust-hindering mistakes to avoid.
1. Selling Too Loudly
Some sales letters give the impression that they’re “screaming” at the reader to buy. While great copywriters can make this style of copywriting work, for the vast majority of people, this style will more likely turn visitors off than actually generate sales.
2. Not Acknowledging Objections
If there’s a glaring objection in your product or offer, address it upfront. Don’t pretend it’s not there.
For example, if you’re selling a herbal supplement that’s effective but causes gas for a couple weeks, acknowledge it. Customers will probably read about that in reviews and forums anyway. Address the objection and make it seem like less of an issue by comparing it to the benefits.
3. Not Having a Professional Design
Do ugly sales letters out-pull well-designed web pages? For a single-time sale, the answer is often yes.
But in the long run, if you want to get people to trust you and buy from you again and again, having bad-looking sales letters and websites will hurt you rather than help you.
You can create really spectacular-looking websites, without a dip in conversion. All you need is a great designer and a little bit of split testing.
4. Making a Claim You Can’t Prove
Don’t claim that you can teach someone how to make $10,000 a month if you can’t prove your claim. Never make a claim that’s bigger than what you can prove.
Even a smaller claim that’s less impressive will generate more conversions than if you made a huge claim that you can’t prove.
Make a claim that’s reasonable and let the customers decide for themselves whether or not to buy. Of course, you should still use powerful language and write great copy, but at the core you always need to be clear and honest about what you’re offering.
4. Not Paying Attention to Brand
Your brand affects your traffic and your conversions. It’s an often overlooked element by many marketers.
Don’t underestimate how much people might know about you before they land on your website. There’s a good chance they’ll know about the quality of your product, your credibility as a person and what other customers have experienced – all before they land on your site. You can bet that’ll influence their decisions.
Pay attention to your brand. Release top-notch products and provide first class service. It might not seem like it’ll pay off in the short term, but in the long run it’ll make all the difference.
These are five of the most common trust-hindering mistakes to avoid. Avoid these mistakes, diligently build trust and your conversions will rise as a result.
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