Mon. Oct 26th, 2020

How to Write Copy that People Trust

3 min read

Trust is an element that has to be present in every sales copy. Professional copywriters always make it a point to draft pitches that are credible enough for they themselves to believe in. This is because it is only through trust and confidence can the audience be swayed to follow a specific call-to-action; otherwise, they won’t even bother finishing what’s on your sales page.

It can be very challenging to write a copy that looks trustworthy, mainly because, as the writer, you know which elements are fact and fabrication. However, you can use this knowledge to your advantage to come up with a draft that strikes a balance between telling a story and getting your reader’s trust.

Among the tips you may find handy as recommended by professional copywriters are:

  1. Write for yourself.

When you start writing a sales copy, think about how you would digest the story. What will make you believe in it? What will make you feel that the story is true and accurate? You are your own sceptic, and if you can believe what your own story tells you (from a reader’s point of view), then the easier it would make others believe in it too.

Do note, however, that in this stage, you are writing for yourself, not about yourself. These are two entirely different things. Write about what moves you or sways your emotions. From there you can come up with drafts that trigger other people’s emotions too.

  1. Know your facts.

A lot of copywriters often use facts and data throughout their sales copies, but only as embellishments. Since they know that people are easily attracted to data, they just add factoids without even thinking whether these are suited adequately in the copy.

Hence, you should not do this.

It is downright essential that you know your facts thoroughly. You have to do so because when your audience starts reading your copy, they don’t just want to be informed; they want to know why the facts matter to them. 

By placing your facts correctly and adequately throughout your sales copy, your readers see not only the situation that you’ve put them in. They also know the value of your story to their lives and that the solution you are offering, i.e. your call-to-action, is the only way to go for them to improve their wellbeing.

  1. Avoid fluffy words.

Flowery words are often used by storytellers to paint a picture, but this does not always apply to copywriting. As much as possible, avoid the fluff.

Fluffy words and phrases only turn your sales copy into a train wreck. They make your ideas fly and disconnected, and your readers would feel confused, misled, or being toyed at. Once they notice that they are being sold into your offer, they would automatically stay away from you. For good.

Thus, make it a point to be clear with every idea you add on your sales pitch. Be straightforward, especially with the facts and your call-to-action. From there, your audience would see that you mean no-nonsense, and they’d be more than happy to do business with you.

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