Marketing pros consider all of the emotions the prospect is feeling when reading the sales message. And to our over-advertised-to prospects, skepticism is definitely a resident emotion today.
One of the biggest mistakes marketers make is not addressing that skepticism early in their sales copy.
Addressing and defusing your prospect’s skepticism with testimonials, endorsements, test data, your spokesperson’s qualifications, and other credibility builders is absolutely essential to boosting response.
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