There's a good chance a prospect will listen more to a respected and believable third-party discuss how amazing a particular product is versus the actual seller...View More discussing how great it is. The seller will always think their product is incredible & want you to buy it. For those reasons, potential buyers will always take what the seller says with a grain of salt.
However, use a third-person perspective, happy customers, well-known authorities etc. and your pitch can be come across as substantially more valid and convincing. Marketers having been using this approach for decades. Just look at how Joe Sugarman wrote his whole BluBlockers ad from a happy customer's perspective: http://swiped.co/file/vision-break-through-blublocker-ad-by-joe-sugarman/ He sold 20 million pairs of those sunglasses. Or how Jason Fladlien sold his productivity course by having an employee write it from their point of view: http://swiped.co/file/third-person-sales-letter-from-jason-fladlien/
In the campaign below, Mike Filsaime & Andy Jenkins use that same strategy for selling their software, Webinar Jam. Two of their prominent Facebook ads showcase Russel Brunson & Eben Pagan, two widely known & respected authorities in their target market. The ads lead to a video of each of them giving a full-blown interview discussing how much they believe in the product & use it themselves. This is extremely powerful. The last two ads are their more general ads. The last one uses an interesting & mysterious photo to generate interest and curiosity.
Webinar Jam Campaign from Mike Filsaime & Andy Jenkins Swiped in June 2015
Try using the strategy of having a respected & believable third-party help sell your product. This can be much more convincing than selling the product yourself.
At the very least, include testimonials. Do your best to make sure they're showcased in a way that demonstrates they're believable & completely valid. If it seems fake, it will turn potential buyers off and have the opposite effect.
Having a video of the happy customer or authority is the ultimate scenario. It can't be faked like a written testimonial and gives the testimonial maximum validity.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of webinarjam.com below.