Make Them Trust You
A problem I personally came across was that people clicked my ads, but they never bought my product or service after they looked at it. The biggest reason was that people donât feel safe buying from a person or brand they donât know is credible. And on Facebook, I was an unknown guy with no following and no reviews from someone who had already bought from me.
I needed a way for the people who clicked on my ad to know I was credible and could actually produce results around my skill. I needed them to feel safe that theyâd get their moneyâs worth if they bought from me. To do this, I stopped advertising my paid products and services. Instead, I started offering people free stuff that leads to my products and services.
For example, I sell an e-book on Amazon that teaches people to set their goals in a way that guarantees theyâll reach the finish line instead of giving up early. It sells for $4.99. However, I took one of the chapters from the book and made it into a 7 page pdf. On the last page of the pdf, I added a message that says âWant more tips on the best way to hit your goal? Get the full bookâ. Below that, I added a button that says âClick Here for More Goal Tipsâ. It links to my book on Amazon. Since the pdf is so much shorter than the book, Iâm willing to give it away for free.
Now, instead of making ads that talk about the book for $4.99, I make ads that talk about(and send people to) the free pdf. The pdf is short, so itâs easy for people to consume. Best of all, it gives people a valuable snippet of the info theyâd get in the paid book. So if they get to the end of the pdf, see Iâm competent, and want more, theyâll be a lot more likely to buy the book without feeling risk.
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