The Confidence Gap

Aaron Hoos

In copywriting, your job is to help your prospective buyer see that your solution has value. But if you don’t take care of this one fundamental first, you’ll still not close the deal.

I’m talking about confidence.

Help Your Readers Feel Confidence

You may have an amazing offer that delivers value… so why aren’t more people buying it?

One of the reasons is: the solution may be solid but the prospects themselves lack confidence.

Actually, they lack confidence in three ways. Address these three ways and you’ll help close more customers…

#1. They’re Not Confident That The Solution Works

Many prospects are already skeptical by nature. They are constantly inundated with marketing from a variety of sources—both ethical and unethical. In that kind of reality, it’s easy to doubt which claim is true and which is false.

So, the first confidence you need to give them is the confidence that your claims are completely true. To do this, you can use tools like testimonials, case studies, and third-party data to show that the solution does actually work.

#2. They’re Not Confident That The Solution Will Work For Them

Once you’ve assured them that the solution works, you’ll now encounter the next step of unconfidence in your prospects—they aren’t convinced that the solution will work for them specifically. This is because people feel that their situation is unique (even though it never really is).

To solve this lack of confidence, help them see that the solution works in their industry for people just like them, and offer a trial period or guarantee to eliminate the risk. (Or do what Dan Kennedy does and just hammer home the idea that “your business is NOT unique.”)

#3. They’re Not Confident That They Can Implement The Solution

Once you’ve eased their mind that the solution can indeed work for them, then you move on to address the third step of confidence. Here, people simply lack the confidence that they can implement the solution. They may think, “oh, it’s going to be too complicated for me to do.”

To solve this lack of confidence, you can highlight case studies that speak to your solutions ease-of-use, you can show explainer or instructional videos that demonstrate how simple your solution is, and you can explain your step-by-step onboarding process.


Buyers want to buy solutions that will actually solve their problems… and some of your prospective buyers AREN’T buying because they aren’t confident that your solution works, that it will work for them, or that they can implement it.

So, re-examine your sales process and dial in the pieces above to give your buyers more confidence.

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.