If you’re a copywriter, your goal is to write copy for your product or for your client’s product that will bring in the sales. This is obvious. But, what many copywriters fail to do is include two elements in their copy that will guarantee a sale for each person reading the copy. The two elements I am speaking about in this blog are trust and credibility. Without these elements, you are wasting your time creating your copy.
Trust is one aspect to copy that must be in place. If a customer doesn’t trust you, they won’t buy. This is especially true if you are new to the Internet. You haven’t build any brand for yourself yet.
How do you build trust? You may not know this but there is a way to build trust by what you say and the way you say it. The most you say about yourself and your product, and providing evidence of your claims, the more people will trust you. You can also state how reliable you are. That can lend a hand toward trust. There’s also word-of-mouth. This usually helps in building trust.
What if you are writing copy for a client? You don’t know if your client is reliable or not. The only thing you can do in this situation is present your client’s product in the best light possible. For this situation, you can better the chances of a sale for your client’s product, by including credibility. You can’t force a person that is unreliable to be reliable. But you can influence your client’s credibility.
If the information you have about your client’s product is true, then you need to share that information. If your claims are believable and valid. You need to provide them. The way to build credibility is not provide words that are hype. Instead, they should be genuine.