The Power of a Signature by Will Newman

Your prospect is skeptical from the moment he picks up your promotion. And he continues to be skeptical until the close unless you build credibility throughout the package.

There are a number of ways to build that necessary credibility. One often-overlooked way is to use a real signature at the end of the letter.

There’s no definitive proof that signatures boost response, but many people respond positively to them. Adding one to your letter adds one more personal touch that encourages your prospect to trust and believe you.

The way I look at it, a signature is like a personal handshake.

As the copywriter, you only need to specify that a signature should be added after the “Sincerely yours” at the end of the letter. It is your client’s responsibility to provide that signature.

But … give your client some guidelines:

• The signature should be relatively readable. It doesn’t have to be perfectly legible, but make sure the prospect can identify it as the same name that is printed below.
• Scan a real signature. Most handwriting fonts are obvious and decrease believability.
• Print the signature in black or blue. Other colors don’t look professional.

Here’s what your signature copy might look like:

Sincerely yours for copywriting success,

Will Newman
Editor, The Golden Thread