While most people know the importance of intriguing word usage and attention-grabbing headlines in effective copywriting, the failure to prove the wonderful benefits claimed in their carefully planned sales letter will often result in lost profits and a less successful marketing campaign than anticipated. Today's internet shoppers have seen plenty of great sounding sales copy, only to find a product that falls short of their expectations. Suspicion is common among online consumers and for good reason. The key to effective and profitable copywriting is to go beyond the simple list of promises most sales letters contain and actually prove the benefits of your product.

How is this done?

Is there a way to demonstrate the claims you have made, supporting the benefits your product provides, without interrupting the flow of your ad copy? There are a number of copywriting strategies that can achieve this.

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. Whenever you publish a testimonial, a review, or other opinion, include the web address of the endorsee. The ability to verify the source makes the statement more believable and supports the fact that your product is worthwhile.

2. Written sales copy is tried and true, but technological advancements and digital living have created much higher expectations for modern marketing. There are a number of software programs available that allow you to add the power of audio, and even video, to your copywriting projects. Vocal endorsements have tremendous effects and visual displays supporting the benefits of your product are even more compelling.

3. Whenever possible, personalize written reviews and testimonials by adding a photo of the individual responsible for the statement. Attaching a face to the opinion can often be a big influence for consumers.

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:

- Make sure the information is relevant. Using the sales copy example above with the dog training product, simply stating that you've successfully trained more than 100 dogs using your unique training may not be relevant enough. However, data that includes how long it took to train the dogs, how old the dogs were and the number of accidents the dogs typically had with your training tips compared to the number of accidents a dog has without your training tips is relevant. Now readers can compare the information and see a real benefit.

- Add visuals to your ad copy. The honest truth is that many people don't read on the web, they skim. If you can get your proof across by inserting a few graphics into your copywriting, you're ahead of the game. Fortunately, there are wonderful tools right into your word processing software or web design software. Here are just some of the visual tools you can use to prove the strength of your product or service:

*Images of the product, as well as photos of it in use. Video clips can really give a first hand look at the true benefits of your product.

* Tables make it easy for side by side comparisons

* Charts and graphs display statistics in an easy to digest manner

- Comparing the product or service you provide with similar items available can be a powerful way to prove the value of what you are promoting. Graphical interpretations, video clips, and other copywriting tools can be used to communicate the benefits of your product to the reader, showing how it works better than those from the competition.

Build your integrity. Copywriting without credibility is useless. There is a variety of information that can be included in your ad copy to create trust between you and your reader. The following suggestions can help add believability to your product:

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

- Briefly, what is the history of your company?

- 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?

- What celebrities endorse the product?

- Are there any expert opinions regarding the product?

There are a variety of ways to prove the worth of your product effectively through your copywriting. You can never offer your readers too much information concerning their purchasing decision. Comfortable and trusting readers result in increased sales and multiplying profits and can be achieved by implementing these copywriting strategies.

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