If you don't want your copy to crash and burn, you need Credibility. Tweet this.
Your copywriting sets the standard for your customers' expectations. Yes, the words you use in your emails and blog posts constitute "copy." They have an awesome duty.
Credibility bolsters your believablity and moves people to connect with you. Tweet this.
If you raise the bar (and you should strive to do that), first make sure you are honest and able to deliver on your claims.
Then, employ some techniques to show you are worthy of your customer's trust. You'll need to work harder than just stating outright, "Hey, you can believe me!"
How do you prove that your products and services are what you claim they are?
- By illustrating that they do what you say they can do, you make the customer receptive to your message.
- By showing real-world examples of how you solved a problem for a customer, you spark their interest in solving their own similar problem.
But did you know that customers also want to know more about you?
This is where credibility comes in. Credibility is the second believability factor in Mark Joyner's book The Irresistible Offer.
Credibility. Many customers receive your offer with a "yes" if you share your personal and business credentials. Use a variety of sources:
- Endorsements. Consider the value of having a famous or well-respected person associated with your product. If someone stands by your product and gives an authentic recommendation, the effect can be phenomenal.
- Customers with high status. Just imagine you created an app that helps students make flashcards. (My daughter just found one she likes.) imagine what would happen if a bunch of teachers in a single school district began referring parents and students to your flashcard creation app? Think how you could leverage that information to increase believability in prospective customers. A satisfied group of high profile customers is bar-none your best credibility booster.
- Qualifications. Does your industry have some sort of certification process? A test that verifies your professionalism? Years of experience are important, but a simple certificate of achievement validates your ability to serve.
- Awards and recognition. Bragging rights belong to the victor, but don't overdo it. Provide a humble blog post on your website, a simple press release, or a logo sitting quietly on your marketing materials. These will exert the pull of believability without you trumpeting your award at every touchpoint.
You're in business to make the connection with the right people so that they become your customers and clients. While there's no magic method for making them receptive to your offer, you can work to achieve believability in your copy. A credible voice sure helps!