That’s why descriptions of “excellent service” or a “beautiful assortment” are ineffective. Your service may be quite excellent and your assortment breathtakingly beautiful, but those words don’t convey a vivid image. A better strategy is to describe specific details that make your assortment beautiful or give concrete examples of your excellent service. The more specific your description, the easier it is for the reader to picture it. Proof when stating your case, you present certain statements as fact.
Rhetoricians (people who like to argue) call forex data these “claims.” you’re asking the reader to suspend judgment long enough for you to prove the truth of your claim. So how do you prove your claim? That depends on your audience. Scientists may demand independent studies and hard data from experts. For some audiences, testimonials persuade. An explanation of how a thing works may help prove that it does work. And descriptions of results — case studies, before-and-after photos, and statistics showing gains — can be effective.
Omit the proof step at your own peril. People make decisions based on emotion then justify them with proof. Push don’t assume anything. Be absolutely specific about what the reader should do next. Here’s why. If you force the reader to figure something out, you create a moment of hesitation that may lead to confusion. Remember that a confused mind always says no. So how do you ask for the sale? One great technique is to provide dual conversion paths: provide a “buy now” button for those are ready to go.