all the risk and hence, your reward should be higher.   Make Your Offer Believable   One of the worst mistakes overzealous direct response marketers make is to create offers that are so full of hype that they are not believable.   This addresses the, 'Does it really work?' or 'Is this too good to be true' questions that are barriers to closing the sale. We've been taught that if an offer is too good to be true, it usually is. And it's true!   One way to offset the believability issue is to PROVE IT!   There are several ways to prove your offer but the best way is to provide customer testimonials and case studies. People believe comments from other people that have no vested interest in your success.   Pictures with testimonials are strong but video testimonials of actual customers can't be beat. That's why infomercials are packed with testimonials.   Case studies are also great ways to prove that your offer really does provide results. A case study should described by...   1. Explaining the problem or situation   2. Providing the solution or how the problem got solved   3. The results of the solution Real case studies that show statistics, graphs, before and after photos, bank account statements, etc. provide compelling proof that your offer really is true and that your product or service really does work.   Reason Why   Ultimately, if you have an Almost-Too-Good-To-Be-True offer you need to tell the reason why you can make that offer. Even if its a far-fetched reason people still need to reconcile in their mind why and how you're able to make such a great offer.   Common reasons why are that...   1. 'We goofed and ordered too much stock and now we've got to clear it out.'   2. 'My accountant (or boss) is out of town so he doesn't know I'm making you this offer' (Note: Yes, this one is a stupid reason but people still fall for it)   3. 'Our year end is here and we are going to get killed on taxes if we don't clear out our stock before December 31' (Note: Actually, this will increase their tax burden but it still works)   4. 'I buy from a secret source in India (or some far away land) and I can get unheard of