I hate to break it to you but your prospects don’t trust you.
Whenever they’re listening to you (if they are actually listening) they’re just waiting for a chance to yell “BS!” and go back to their lives. Because they know you’re trying to sell them something – it might even be something they want – but first they have to decide to trust you.
And that’s where a lot of salespeople fall down. They get too excited with the big claims and bold promises… they forget to back it up with proof. And if there’s no proof… there’s no trust… and there’s no sale.
That’s why you want to use as many proof elements in your marketing as possible. You want to win over even the most hardened skeptic to at least listen to what you have to say. Once they’re listening you can continue to explain the benefits and proof until you tip the balance and make the sale.
Because no one will buy from you if they don’t trust you.