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.

(Ed. Note: Clayton Makepeace offers help in reaping maximum profits through the Internet, direct mail, and print advertising every week in his e-zine The Total Package. Learn 177 of his surprising secrets that have doubled his clients’ profits in a year and quadrupled them in 36 months in his newly published e-book “Double Your Profits in 12 Months or Less!” )

Clayton Makepeace

In many of the 34 years since Clayton Makepeace began his career, his marketing brainstorms and sales copy have generated over 100 million dollars in sales for his clients – all told well over a billion dollars so far!
Clayton’s copy has generated as many as TWO MILLION NEW CUSTOMERS for a single product in just 36 months and doubled, tripled – and on four specific occasions, quadrupled – the number of paying customers on his clients house files in as little as a year or two.He has increased his client’s sales revenues by up to 1,000 percent in a single month, and multiplied monthly sales revenues by up to 4,400 percent in one short year.Clayton’s direct response copy has pulled in as much as $3.6 million in sales over a weekend $5 million in a few weeks and $16 MILLION in a single month!