Prospects today are skeptical. Many of them have been fooled in the past and won't readily believe you. Some of them have been taken advantage of. If prospects are too skeptical of your product or service, they're not going to buy.

So how do we get around this problem? We solve this problem by giving proof.

There are many types of proof you can include. Here's a list:

* Testimonials
* Endorsements
* Reputable experts
* Statistics
* Research
* Positive reviews
* Credentials
* Track record
* Years of experience
* Awards
* Number of sales
* Better Business Bureau Accreditation
* Samples
* Client list
* Screenshots for software products
* Features
* Graphs
* Pictures of the product
* Diagrams
* Titles such as M.D. or Ph.D.
* Video or audio testimonials
* Results achieved by customers or clients
* Articles to demonstrate expertise
* Portfolio
* Quoting passages from books
* Photos of satisfied customers
* Demo versions or free trials for software products
* Relationships with other reputable companies
* List of award-winning products in the past
* Certificates
* Free consultations
* Size of the company
* Number of products released to date
* Professional appearance
* Demonstrations

When including proof in your copy, make sure you include just enough proof. Don't include too much proof otherwise it'll turn into an academic lecture that will bore the prospect. At the same time, too little proof will leave the prospect too skeptical to buy. So include just enough proof.

So remember to add proof to your copy. Prospects are skeptical and need proof before they'll believe you. Once you've won their trust, they'll gladly buy your products or services.

Author's Bio: 

Francis Lui is a freelance copywriter with a specialty in IT copywriting. In addition to his copywriting skills, he has a technical background in IT -- a rare combination. To learn about his services and how to get him to write hard-hitting copy for you, rush over to