Boost Your Profits by Thinking Like a Lawyer
The young lawyer wrapped up his closing argument. He felt confident in his performance over the course of the trial. As the jury began deliberating, he and his boss walked toward the attorney conference room. He gave the senior attorney a broad smile.
But as soon as the door closed, the seasoned lawyer shoved his young protégé up against it. "What!?" the younger man choked out, eyes wide with surprise and fear. "I think we showed enough evidence to prove our case!"
"Don't EVER go in there with just ENOUGH evidence!" the senior lawyer shouted. “You should always have more than you think you need. Because the only people who can decide whether you have enough evidence to win is THEM!” He pointed toward the jury room.
What does a courtroom trial have to do with your sales?
A lot more than you think.
I know this because I’m not just a copywriter and marketer. I’m also a lawyer. And I’ve learned that in order to win either a sale or a case, it really comes down to one key factor:
Not just adequate proof, but abundant proof. Because for someone to buy what you’re selling… whether it’s a product, a service, or an alibi… they need a multitude of reasons to believe you.
And the more you provide, the more your audience will feel compelled to buy.
Arbitrary words like “best” or “top” won’t cut it. Neither will generic statements about customer satisfaction. You’ve ignored claims like these plenty of times yourself. (Which, of course, serves to prove my point.)
Leave that amateur stuff to your competitors. Cut through the clutter by using proof to show that you know what you’re talking about.
Like the young lawyer presenting his case, you’ll want more proof than you think you really need. There’s no such thing as “too much,” and you don’t have to use it all at once. Because you can repurpose and reuse your proof over and over, your goal should be to collect as much as possible.
Let’s take a look at one popular type—customer testimonials.
Why should you care about testimonials? Here’s some statistical proof:
- Customer testimonials have an 89% effectiveness rating – a higher ranking than all other forms of content marketing.
- 94% of B2B marketers and salespeople rate content from real customers as “very effective” or “extremely effective.”
- 92% of consumers worldwide trust earned media (such as reviews or testimonials) more than all other types of advertising.
But not just any testimonials will do. To get your audience eager to buy, they should follow these 7 best practices.
- The focus should be on your product’s benefits, not its features. And the most important part is the end result. People want to know exactly what your product will do for them.
- The best testimonials answer your prospects’ common objections. A straightforward positive testimonial from a happy customer is great. But a testimonial that says something like “I expected [difficulty/objection to using your product], but found [ease of use/solution]!” is even better.
- Customers should be specific about exactly what they did, using what product, what the results were, and how long it took to achieve them.
- Include as much information about the testimonial giver as possible (name, location, photo, and other relevant details) to increase credibility.
- The strongest testimonials come from people who are similar to your audience. Get testimonials from customers who fit each set of demographics, needs, and objections of your target market.
- Highlight the key points of every testimonial so even readers who are scanning quickly can understand.
- If your customer gives you future updates, include them beneath the original testimonial. This shows that your product/service continues to deliver great results over time. It also shows that you’re closely connected to your customers.
Most people find social proof like testimonials to be extremely compelling – and these tips will help you make yours even more so. Each one helps to move your audience closer to the sale.
Of course, testimonials are only one way to show that you and your product are trustworthy. You’re going to need to provide more proof than that. Remember, you’re trying to gather enough for an arsenal.
Use the form below to instantly download a checklist of 13 more ways to add persuasive proof to your marketing, erase your prospects’ doubts, and get them eager to say yes to your offer.