6 Ways to Overcome Your Reader’s Skepticism
In the alternative health field, your well-informed audience has heard many hyped-up promises—promises that ultimately led to disappointment. It is a market where overcoming skepticism is crucial to the success of every package.
There are several effective ways to establish a connection with your reader and build trust. Here are six that can work well.
- Establish a personal connection with the reader: Making a personal connection is often the first step toward building trust—and there are a number of ways to do it. Testimonials, stories, and endorsements can give your reader a specific someone to relate to. This helps establish a one-to-one relationship with the reader. You can also establish a personal connection by letting the personality of the person who’s signing the letter come through. Whoever’s point of view you take when writing the promotion, make sure you give that person an appropriate—and likable—personality.
- Put a face to the voice: Give the person who’s singing the letter a face. Include a photo on the first page. This helps your reader visualize a real person. Plus, a picture builds trust … and trust is the basis of overcoming skepticism.
- Share a common enemy: Because so many in your audience have tried things that haven’t worked, acknowledge that you know that right up front. Get angry with them about the phonies in the industry, about the misinformation that comes out of government health agencies, and about the dangerous solutions mainstream medicine encourages.
- Resonate with their frustrations: Think about what your reader is feeling. Try to gain insight into what frustrates them. It might be a promised solution that turned out not to be all it was cracked up to be. It might be the deluge of information they have to dig through to find answers. It might simply be that their knees ache when they get up every morning. Find their frustration and empathize.
- Provide ample proof from credible sources: Hold yourself to a high standard when it comes to providing proof for your product. Use sources that will either be familiar to your readers (think mainstream newspapers and big-time universities) or use peer-reviewed journals. When you come across a study that is peer-reviewed, placebo-controlled, or double-blind, mention those things in your copy.
- Tell a good story: Nothing cuts through hype and engages the reader like a good story. Your reader wants to be informed—but if you can entertain them at the same time … well, they’ll be much more likely to keep reading. Find the story behind your product and tell it well.
Skepticism is one of the biggest obstacles you, as a writer, face in the alternative health market. By taking time to build a connection and using reputable source for your proof, you can cut through the skepticism and help your reader to see that what you are writing about is the real deal.
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“That moment when you close your eyes, suck in your breath and say a silent "yes!" happened just recently when I got a royalty check in the mail. That one project has turned out to be quite profitable.”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.