Overcoming Skepticism

Humans are skeptical creatures (probably for good reason). When strangers on the internet hear your message, most are silently saying to themselves, "And why should I believe you?"

To overcome skepticism and doubt, it's important to anticipate objections and handle them before they arise. When scripting content or sales copy, always keep in mind that the reader/listener is (subconsciously) saying to themselves things like:

• And how do I know what you're saying is true?
• And why should I keep reading/paying attention?
• And what are your qualifications to teach me this?
• And why is this the best thing for me right now?

To answer these questions in your content, you can:

• State facts or statistics that back up what you're saying.
• Present case studies of others who have had success.
• Tell the story of how you came to your conclusions.
• Remind the listener of what's in it for them.
• Remind the listener of the inferior alternatives to the path you're proposing.
• Be upfront and honest about any downsides or why it might not be right for them.