How To Build Credibility In Your Copy - An Essential Checklist
Want to persuade your prospect to buy your product or service? Then assure them they are not making a fool of themselves for buying it.
As a marketer - or as business person writing your own copy, you always want to give your reader reasons to not just make a choice to buy your product. You also need to give them enough fodder to justify their purchase to themselves and to the people who matter to them. They need to be able to do this before they decide to buy.
Credibility is an essential element of persuasive copy. But you'd be surprised how often it's overlooked.
Here's how I would describe credibility: It's you proving beyond a shadow of a doubt that your product will do what you claim it will in your Benefit/Promise.
How To Build Credibility
There are several ways you can build credibility. The bottom line is that you must use as many credibility builders as you can when you write your copy. If you don't you'll end up with false sounding, hype-filled promotions, which sound insincere and unbelievable to your prospect.
Result - You can forget about persuading your prospect to buy anything.
Here are 5 top ways to build credibility.
1. Testimonials. These can be:
Gathered from feedback, surveys or from conversations with subscribers
Personal success stories from people who have used your product or service
A third person report of the success story or...
Personal letters from satisfied customers
When it comes to getting testimonials, be proactive. Ask for them. Usually, if you've delivered on your promise before, people will be only too happy to tell you how it's helped them, how they feel and why. When you receive spontaneous, unsolicited testimonials or feedback ask if you may use this feedback as a testimonial.
Even if you feel you have many testimonials, it's always a good idea to obtain more. By the way, asking for testimonials is also a good opportunity to talk to customers about any other needs they may have and how you can serve them better.
Testimonials are like gold... treat them as such.
2. Personal Profiles of experts or product creators
Include stories, studies and reports that validate your claims. You can collect them from sources your readers trust, such as:
The press
Professional organizations and studies,
Well-known experts in the same field (e.g. Warren Buffet for investing, Henry Ford for autos).
3. Photos
Before and after pictures - they prove a claim
Specific details that are unique to the product (e.g. from zero to 60 mph in under 12 seconds)
The right words... using relevant technical terminology creatively so that what you're writing about sounds real and substantial - for example"
Our state of the art GPS navigational system gives you extra clarity when navigating difficult junctions, while echo cancellation and noise reduction gives you excellent sound quality...
This may seem like a lot of work to do to build a credible product offer. But if you don't build credibility, you will have a hard time proving your case to your prospect and an even harder time selling anything to them.
Assume your prospect is already skeptical and do everything to prove your claims beyond a doubt.
Nicky M. Jameson is a results-oriented B2B and Social Media Copywriting Expert who helps mid-sized and entrepreneurial technology companies stay profitable, competitive and successful. She's the author of the ground-breaking report The 19 "New" Rules of Social Media Copywriting. Get yourself a free copy of this special report at www.copywritingstudio.com/special-report.html. You can also contact and find out more about Nicky at www.copywritingstudio.com
Click the XML Icon Above to Receive Copywriting Articles Via RSS!
