We tell our kids to not lie, then we proceed to lie to them daily.

My niece lied to her parents at three.

She was asked, “Who did this?”

She replied, “Jude”, her little brother.

Unfortunately, he hadn’t been born yet.

But we lie.

We tell them about the Tooth Fairy.

We tell them about the Easter Bunny.

We tell them about Santa Claus.

We tell them the very noisy toy hasn’t got any batteries in it, or it’s broken.

We tell them the Mr Whippy van plays the music when they’ve run out of icecream.

And a whole lot of other things you can probably relate to.

We justify most of these by calling them “white lies.”

The ones you tell to protect someone, or their feelings.

For a lot of people, the default position to any question is to lie.

The problem is, most people reading your emails or your sales page already assume you’re lying, even though 90+% of the time you’re not.

Convincing them otherwise is the actual challenge.

That’s why people used testimonials.

But now when an AI tool builds your sales page for you, it puts in testimonials too.

Fake ones.

And people can tell.

So testimonials are getting ignored, because half the time they can’t be verified anyway.

Other pages lean on statistics instead.

But we’ve all seen stats twisted so many ways to prove a point that we don’t trust those either.

Here’s a classic example of how that works (slightly simplified, but you’ll get the idea).

A drug company tests a new version against the old one. Old drug: 5% effective.

New drug: 10% effective.

So they market it as “100% more effective.”

Technically true. Also misleading.

The best way to get someone to buy, with no argument needed, is a free trial.

Either it works and they buy, or it doesn’t and they don’t. Simple.

That works fine for a lot of digital products.

Doesn’t work so well for physical ones you’ve already shipped out of town.

But there’s a way to do it with digital products too, PDFs and videos specifically, where access gets automatically revoked if they don’t buy after the trial, or they get refunded if they already paid.

It’s a locking system built for exactly that: you set the trial window, it handles the cutoff or the refund, no manual policing on your end.

Details here – https://paylocker.pro

If you sell anything digital, this closes the trust gap for you.

Regards,
Brent.