Copywriting Destroys Skepticism

Let's assume you're writing your own copy (maybe you can't afford to hire a professional, or you just love writing copy for your own products).

One of your first tasks as a copywriter is to break down the skepticism that your prospects (readers, site visitors, subscribers) are feeling, and get them to believe you – even just a little bit.

Once that initial barrier of skepticism comes down, you have a chance of making a sale.

How do you break through that skepticism?


You need lots of testimonials in your copy. How many? As many as you can get.

Here's a good rule of thumb: however many you have now, get 25% more.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at

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  • Use real testimonials with real world numbers.

  • Overcoming skepticism starts way before the testimonials ever appear.

    It starts at the beginning of the copy.

    It starts with establishing a repertoire and developing a relationship with the reader.

    You have to first build up a level of trust before skepticism can be melted down.