Copywriting–Conveying TrustJune 28th 2011 Sally Ormond building trust, Call to action, case studies, copywriter, copywriting tips
In any business relationship, trust is probably the most important factor. After all, if someone doesn’t trust you they’re not going to buy from you.
So, when you’re creating your marketing materials, your copy has to convince your readers that you are trustworthy.
Before I go on to explain how this can be achieved, I want to look at how you can build trust through blogging. The posts on your blog are very personal to you so your reader instantly connects with you because they feel they know you through your words. This is the exact type of connection your sales writing has to replicate.
The problem is many people believe that if you fill your copy with hype and shout BUY MY PRODUCT NOW people will do as you ask.
We all have a natural resistance to buying. When asked to part with your money it’s only natural you become cautious.
To get your customers to buy you must prove you’re not a charlatan and you’re not going to rip them off. You have to convince them to trust you – not something that’s easy to do through text.
Here are a few techniques you can use to create copywriting that sells.
Tell them a story
Don’t rely on bold or colourful lettering when telling someone about your product – that won’t make them buy.
Everyone loves a story so use that in your copy to help build credibility. Tell them why you created the product weaving in your credentials (number of years experience, clients you’ve helped etc.) to your benefits driven copy.
By incorporating the benefits in this way you’ll instantly begin to break down their buying resistance.
Just by chance
Many people fall into business or stumble across a great idea for a product. If this is how you started tell your story. Show them the process you went through to bring your product to market and how it has helped others.
There’s no room for fairy stories in business so your story has to be true and credible if it’s going to work. This approach is an excellent way to make a human connection with your reader.
The case study is one of the most powerful sales tools there is. Writing about a client’s experience of your product/service will show the reader exactly what can be achieved.
Boost your credibility by naming names, showing quantifiable results and using direct quotes from your customer.
As you can see, selling is about showing the benefits, breaking down resistance and convincing them to buy.
Once you’ve put your ‘sales pitch’ across don’t forget to add in your call to action to make sure they buy.