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I was recently shopping online for a tablecloth. Besides being a particular size and color, it also needed to be washable, in a fabric that would not require a bunch of ironing. While some product descriptions stated “machine washable” and “easy care,” I found I didn’t trust it unless there were also customer reviews that backed this up. While I really wanted to believe the “easy care” promises, I needed third party assurances that this was true.

I, of course, am not the only person who needs help believing companies’ promises. Chances are your prospective customers do, too.


Your company’s marketing materials are full of promises. “Marketing writing that gets results.” “The easiest way to store your stuff.” “It only takes a minute.” And so on.

When prospective customers are looking for solutions to the problems they face, they really want to believe that your promises and claims are true. If your marketing materials are well written, they will connect with the reader at an emotional level and trigger the desire to buy. But to close the sale you need to convince the prospect’s non-emotional side that making a purchase is, indeed, a great idea. Here are three tactics, with examples from my portfolio, for how to do so…

  • Provide affirmation from an outside authority – How do prospects know that Infinity Plumbing Designs really is “the construction plumber that America’s top builders count on”? The names and logos of these customers (i.e. the prospects’ peers) are featured prominently on the website.
  • Share testimonials – Testimonials can offer reassurance about common concerns. For example, JTANL Productions shoots marketing videos of high-end hotels. Clients all worry that the process will disturb their high-paying guests. One client helped JTANL overcome this concern by describing the company as “so discreet and accommodating that we were able to shoot the entire project without disrupting our guests. In fact, we hardly knew JTANL were on the property!”
  • Show them the numbers and data – Be specific, and then back up your promises with hard numbers and/or scientific studies. Yes, the product website promises that Janibell’s Prive Sanitary Napkin Disposal System for public restrooms is “high capacity.” But then that promise is backed up with a chart showing exactly how many tampons, pads and diapers it holds.

The bottom line is, to avoid having your promises and claims dismissed as “marketing fluff,” you need to help your prospects believe them.


Decorative Construction offers full service cabinet refacing service for customers throughout Southern California. As the website that I wrote for them points out, when it’s only the surfaces of your cabinets that are in bad shape, refacing is faster, greener, easier and much more affordable than replacing. But the site doesn’t just promise “affordability” – it quantifies it. With Decorative Construction you can get quality kitchen cabinets at about 40% of the cost of buying new. Click here to learn more.

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"Holy mother of God...this first draft is perfect! Like perfect! It's everything I wanted to say but just couldn't! Thank you thank you thank you Linda!"

Mark McManus
President, DisasterFree