The Story: 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.
The Point: How do you break through that skepticism? Testimonials and proof elements.
The Resource: Any late-night infomercial
3 Ways To Use Testimonials or Proof:
1. Add more testimonials.
2. Show photographs (before and after).
3. Show evidence (pictures or screen grabs).
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