How to write sales copy for people who don’t trust you

First of all I’d like to add a caveat here: when I say “people who don’t trust you” I mean those who are unfamiliar with you and your work, who may have been burned before by scammers or charlatans promising grand things, SEO magic, life changing marketing methods, and failed to deliver, or those with a natural scepticism which protects them in their business dealings. I don’t mean that you’ll be able to sell to the ex you cheated on in year ten; if you’ve broken someone’s heart they’re probably not going to be likely to buy even the most phenomenal product from you, simply because you’re the jerk in their back story! Likewise, if you’re a bit of a bad apple and have a reputation for being s

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