Does it sometimes feel like people just aren’t paying attention, regardless of how much effort you put into trying to reach them? If that’s you, I want you to ask yourself this: Does my audience TRUST me and my brand?
Did you know that 81% of consumers say that they need to be able to trust a brand in order to want to buy from them? Trust is important. Whether you’re selling lipstick or high-end rugs, if you build trust with your audience, those individuals are more likely to become LOYAL customers–and according to Paul Farris of Marketing Metrics, a repeat customer has a 60-70% chance of converting.
The thing is, 41% of consumers say that they don’t trust marketing communications to be accurate or truthful. Let’s change that, shall we? We as business owners need to be good at not only selling, but also showing integrity and authenticity.
So let’s talk about how to build credibility with your copy.
Tell people what you DON’T do
Ever see ads on Craigslist that seem sketchily too good to be true? You don’t want your content to appear that way to others.
Be honest about the results you can deliver–don’t sugarcoat or exaggerate your offers. Hone in on what you can achieve for others and OWN IT. When you do that, people are more likely to trust you.
Use data, statistics and facts to build your case
Anecdotes and statements like “most people like this thing” or “this is why I think this is important” do not come across as trustworthy and simply are not enough. You need to back up your statements with concrete and logical facts and statistics.
While you may be an expert in your area and know and understand inherent truths about your niche, your audience likely doesn’t. Study your product and reference other reliable sources when trying to convince or educate your audience. It’s a lot like writing a term paper in college–just way more interesting!
For instance, I always hear brand designers say “branding is not just a logo.” But WHY? Imagine you’re in a courtroom and you need to convince the jury that there’s more to branding than logos. How are you going to build your case?
Be sensitive and relevant to what’s going on in the world
While you want to be strategic, you also need to be sensitive and meet people where they are at. Are your tips and tricks posts actually what your audience NEEDS in this season? Instead of just trying to share more information, think about how you can bring encouragement and hope while also adding value.
In all honesty, this is something that I’ve been struggling to do. My natural instinct is just to teach, teach, teach, and I often forget what my audience actually needs from me in the moment.
My business coach recently said to me, “What are the steps your audience needs to take BEFORE they can work with you? Create content around that.” I think that genius. For me, my audience needs to understand the value of good copy and overcome blank page syndrome before they can open up to the sometimes intimidating world of copywriting.
When your audience trusts you, you stand out, your products and offers gain traction, and you’ll start to see your followers convert into paying customers. Credibility is key!
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