Day 5
Subject: Its all about social proof, [firstname]!

Hey [firstname]!

A lot of people are wary of doing business online because they're afraid of getting ripped off.  They see stories on TV and in newspapers about Internet scams, and while they may feel it's OK to deal with established sites like Amazon, they're much more skeptical about doing business with someone they've never heard of.  As far as they're concerned: Everybody on the Internet is considered a crook until proven otherwise.

Here's how to prove otherwise 

The best way to prove that your product lives up to the hype is to provide what's known as social proof.

Social proof is just confirmation from others that your product does what it says.  The best way of doing this is to have product reviews and testimonials right there on the sales page.  These should be genuine (providing false testimonials could be considered fraud) and verifiable.  It's a good idea to include some bad reviews and testimonials from people who DIDN'T like your offering, too, as this makes things seem more genuine.  You can't please everyone!  Amazon do this very well, and is probably one of the reasons why they're so successful.

OK, I know what you're thinking: How can I get testimonials from customers before my product goes on sale?

The simple way is to give away review copies for free in return for a testimonial.  Now, I'll be honest with you, a lot of people who ask for review copies are just freebie-seekers and won't keep to their end of the bargain, so you need to offer an incentive  like a free copy of your upsell - to get them to respond.  

Talk soon,

[Your Name]

PS. It's a good idea to mark your review copy Review Copy Not For Resale to stop it being sold; make sure you take all the adequate copyright precautions, too.  I'll give you some more tips here [link to sales page].