One of the most common factors copywriters overlook is the necessity of proof in their copy. Skilled copywriting professionals know the value of making a benefit driven promise and following it up with emotional content, however the evidence is often left behind. Where's the proof? Consumers are no longer willing to buy simply because you've created a clever and benefit driven sales letter. They are skeptical. And they should be. There are a number of people online selling goods that are not worth the time it takes to read the sales copy. But that's not you. You have a good product or service and you're able to prove it with effective copywriting.

How is this accomplished?

How do you prove your product will do what you claim it will, without stopping your copy dead in its tracks?

Testimonials and endorsements. One of the easiest copywriting tools you can use is the use of success stories, testimonials, and endorsements. While testimonials, endorsements and case studies are excellent tools to 'prove' the value of your product or service, there are a few steps you'll want to take to ensure they're taken seriously.

1. Always provide your readers with access to the source of your testimonial or endorsement. If a reader can gain more knowledge about the business or individual promoting your product, they are generally more apt to trust their opinion.

2. Use a video or audio case study for a more powerful effect. Actually hearing the product or service talked about has an extra effect of credibility. There are some fantastic software products that make adding a video or audio to your sales copy easy.

3. Use a picture of the endorser or person giving the testimonial. This adds an extra human element to the endorsement.

Personal narration. Readers will find your copywriting efforts much more believable if you include your own experiences. This adds a more personal element to your sales copy, helping your readers feel relaxed as they build a more trusting relationship with you and your product.

For example, if you're writing sales copy for a pet training book or video you could talk about your own pet training failures before you discovered the training secrets included in your product. When adding a personal touch to your copy, remember to make it something that your readers can likely relate to. Tell them a story, entertain them with your copywriting, and then bring it all back to the product or service you're pitching.

Provide statistical truth. Including percentages, survey results, research statistics, and other proven facts in your sales copy is a terrific way to generate interest and trust in your product. Before incorporating facts and statistics into your copywriting, consider these tips:

- Facts and numbers are worthless if they have no significance to your readers. Stating that you have positively trained hundreds of animals with the informative product you are offering is not as convincing as providing your readers with detailed, relevant numbers. Grouping the animals you have trained by age group and including information about the length of training can be beneficial. Comparing the performance and results of animals that were trained using your product with those trained under other methods can be extremely persuasive in proving the worth behind your copywriting.

-Visual aids can be one of the most effective copywriting tools available. It is easy to insert graphics and images into your design software or even into your basic word processing software program. Graphics can often be more powerful than the words themselves in online copywriting because readers rarely read the information they find on the internet. Instead, most users skim for relevant information, paying attention to special formatting and, especially, images. Try incorporating these visual aids into your sales copy:

* Photos or videos of the product in action. Show them it works!

*Display data in simple tables for a uniform appearance and easy comparison.

*Diagrams and colorful charts make percentages and number facts much more understandable and effective.

- Don't be afraid to mention the competition. Incorporating the graphic additions mentioned above into your sales copy is a great way to give your readers a chance to compare your product to similar items offered by your competitors. Copywriting that allows readers to see the benefits and advantages of a product, as well as how it compares to other things on the market, is typically quite successful.

Integrity and trustworthiness are equally important. Remember to provide your reader with enough information to prove the credibility of your company, as well as your product. Mention these points in your copywriting:

- What awards and achievements has your product has earned.?

- How many years has the company been in business?

- Has your product or business been promoted on television, radio, or other media outlets?

- Are there books, journals, or other publications available regarding your product?

- Is the company supported by any noted individuals, particularly actors, musicians, or athletes?

- Are there any expert opinions regarding the product?

The most powerful and effective copywriting makes use of all the various tools available to not only promote and discuss the product, but to prove to the reader that this product is worthwhile and, without a doubt, far beyond any expectations. Successful copywriting resolves any skepticism or doubt in the reader's mind through powerful sales copy that proves, rather than convinces.