Proof will pomp up your response rate each time you concentrated on. Master closers sell on proof because nobody buys without belief. Proof is the one that had always gave me the most leverage and it’s the most valuable element of a sales letter because it’s the hardest to manufacture and the the rarest.

The strongest ads pile layer upon layer of compelling proof. The higher the belief level, the higher your response.

Greatest secret of Building Belief

Simply said : offer DEMONSTRATION.
"No argument in the world can even compare with one dramatic demonstration" Hopkins.
A demonstration is where you are showing people that your product really works.

Perhaps, the greatest ad in direct marketing history would be "Do You Make These Mistakes in English". This ad itself is the demonstration that you’re making these mistakes.

So starting from today, try to think of ways to demonstrate what your product can do.

Prospect are always looking for the most rare element in a sale letter : proof.

Power Proof Element #1 : The Creative Guarantee

Guarantee means that you’ll be taking all the risks instead of your customers. Here is samples of successfull garantees :

• "Fresh, hot pizza delivred in 30 mn or less, guaranteed or you don’t pay the pizza."
• "110% Money Back Guarantee : you must experience A or B, or you get your money back"
• Try Us Free Guarantee
• Multiple Benefit Guarantee

Power Proof Element #2 : Be Specific

Offer all the information :
"Take only 110 days, spend just $11,033 for this
26,000 mile world cruise to 21 fascinating ports
in 14 famed countries. "

"Free Gifts for Mothers Only"