The messages that have the most impact are those that are received with openness. If your customer doesn't really believe you, they will not receive your copy, your words or your message.
You may as well try to staple jelly to a wall.
Receptivity is built on the foundation of believability. A whiff of doubt prevents the inner transformation required purchase. That's why your copywriting needs to dispell any suspicions about you or your products. Your copy is what escalates belief that you are who you say you are, and your products or services do indeed live up to the promises you make about them.
Believability is the quality in copywriting is what makes someone say,
" I think what you're saying can be trusted. I have a smilier way of judging truth. You are speaking my language."
Your copy (the words you use) sets the standard for your customers' expectations. First, make sure you are honest and able to deliver on your claims, especially if you raise the bar in an established industry standard.
Then, employ some techniques to show you are worthy of your customer's trust. (You can't just state outright, "Hey, you can believe me!")
In Mark Joyner's book The Irresistible Offer, he shows how believability is harvested through proof, credibility and logic.
Let me explain some of the ways to encourage customers to become receptive to your irresistible offer. Proof in copywriting lays the foundation.
Proof. It's how you get your prospects to buy in to your offer. There are three ways copywriters prove value.
- Social proof. We've talked before about testimonials. Use pictures and web addresses so customers can see with their own eyes who has benefitted from your offer. Invite people to follow you and interact freely on social sites. Because one of the most powerful ways to earn believability is to be transparent and helpful online.
- Technical proof. Does your product have a track record that speaks for itself? Has it been tested by an outside study or source? Even survey results or feedback you've acquired help document value to someone who's considering buying from you. Make sure you accurately portray data, especially those documented by other people. For example, if you've proven that your tutoring has increased test scores of your students by 30% show it with a compelling infographic (try Visual.ly) or a create a downloadable free detailed report.
- Factual proof. Cite studies that show potential clients you understand the reality or extent of their problem. Just being throughly acquainted with your industry implies you have the knowledge and understanding to solve their problem. Revealing little known "backstory" facts not only creates a need they may not have considered before, but also proves you know how to satisfy their expectations. For example, if your website sells high quality backpacks, you might state the average weight of textbooks an 8th grader carries. Facts (even magnetic morsels of useless trivia) delight curious consumers and make them receptive to your message.
Today the copywriter's job is to not only sell stuff. It's to resonate with your customers and prospects, establish common ground, and provide helpful information. When you get to the place where your reader say, "I get what you say. It squares with what I already believe is true;" then you are speaking to your ideal client. They have ears to hear and eyes to see your offer.
If your customers "believe," then they will "receive."
Looking for ways to make a quick connection with your email subscribers? Get the free report Outstanding Connections and begin building real relationships with your ideal clients today.