Continues...

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By Kevin Smith. Published Jan 21, 2007.
This is part fifty five of a serial.

to see part one. The #1 reason why someone doesn't buy your product is doubt. As you know, excitement can be used to overcome doubt.

Unfortunately, the reverse is also true. Too much doubt cancels out excitement. It negates every benefit that you mention.

The more doubt that exists in the mind of the prospect when her or she reaches the end of your ad, the lower the chance that you'll get the sale. You don't have to eliminate all doubt. No matter what you say, your prospect will still have a few doubts.

He or she knows that there are no guarantees in life. In this article you'll look at words that help to kill doubt. I call these words doubt eliminators.

A doubt eliminator is a word that communicates assurance. It reinforces your belief in the claims you make for your product. A doubt eliminator is the exact opposite of a weasel word (Weasel words are covered in a later installment).

The need to eliminate doubt is especially relevant when it comes to selling products on the Internet. You're already up against a general belief that there are a lot of con-artists on the net, and that buying on-line can be risky. This means you must be able to recognise the difference between a weak sentence and a strong sentence.

A weak sentence is one that raises doubt. A strong sentence is one that lowers doubt. For example.

.. Example 1 is the weakest sentence, because the phrase 'could be' suggests the author isn't sure about the status of the PC1000.

From the reader's point of view, he or she is reading an ad. As a result, he or she expects the writer to include some puffery. So the prospect subconsciously reduces the strength of the claims you make in your ad.

This is especially true if those claims are unsupported (as they are in the above examples). The phrase 'could be' consists of the weasel word 'could'. If you find this word in any of your ads, eliminate it immediately.

If you're not sure about the truth of a claim you want to make, don't make it. You weaken your ad every time you use weasel words to get around your own lack of certainty. Contrast example 2 with example 1.

In example 2, there's no room for doubt. The sentence clearly states the PC1000 is the fastest PC ever made. The word 'guarantee' is one of your most powerful weapons in the war to eliminate doubt.

This is especially true if what you're selling isn't a well known brand name. Direct marketers have known and used strong guarantees to help eliminate doubt for years. A strong guarantee is especially useful when it comes to dealing with doubt caused by unfamiliarity with an unknown brand.

A strong guarantee is also useful when it comes to dealing with doubt caused by the sales media itself. When a person buys something through the mail, he or she has no physical contact with the seller. Compare this situation to shopping in a retail store.

You can easily go back to the store. It's much harder to go back to a direct mailer. Both these doubt-causing situations apply to your Internet business.

Most Internet products are unknown to the buyer, and it can be hard to track down the seller via a web site. To get around the increased doubt this causes, you're wise to use the same tactics direct marketing professionals have employed for years..

. Your guarantee should be better than those offered by retail stores. It should be worded in plain English, and offer a generous full-money-back refund.

This type of enhanced guarantee will go a long way toward eliminating doubt about your (lack of) brand. This includes the doubt that comes from the fact you're selling a product over the Internet. Continues Sunday January 28, 2007 with Doubt elimination continued.

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