Become More Believable and Trustworthy: 12 Credibility Builders to Use in Copywriting

marciayudkin · 05-31-2011, 04:04 AM

Become More Believable and Trustworthy: 12 Credibility Builders to Use in Copywriting

by Marcia Yudkin

When people discover your offerings for the first time, they consciously or unconsciously go through a process of wondering whether or not to believe that you will deliver what you promise. Can they trust that they’ll be happy having bought from you?

Credibility is also at stake when established customers need to decide whether or not to purchase something new you’re dangling in front of them. You say they need it, you explain that it’s a must-have, but will they believe what you say about its value?

Use this checklist to make sure you’ve bolstered your credibility with either group to the greatest extent possible.

1. Provide background information. A marketing company tried to get me to attend a webinar on a new law, but they didn’t tell me enough for me to know whether or not the law would affect me. A link to the law would have settled my question – either because it showed that the law would or would not have an impact on me or because I would see that the law was definitely too complicated for me to decipher on my own.

2. Offer the source of any data, numbers or statistics you mention. Providing facts is never as helpful as also saying who established those facts. When you state that your numbers come from a 2010 University of Calgary study or the Centers for Disease Control, you bolster your overall trustworthiness, not only the believability of those stats.

3. Include third-party commentary. Did legendary management expert Peter Drucker originally make your point? Can you quote clients of yours on the results they have achieved from your work? Has a major media outlet sung your praises? The more respected and numerous those third parties, the more readers are willing to trust you.

4. Anticipate objections. “But, but, but…” is often running through people’s minds as they consider your sales pitch. To the extent you counteract those concerns and quiet half-baked doubts, you increase the likelihood of prompting the eventual response you want.

5. Document the consequences of not acting. Had the marketer of that webinar laid out in gory detail the fines and jail terms in store for those breaking the new law, I would have been more persuaded by her claim that I had to inform myself about it. Gunning for donations? Show a photo of a turtle who’s doomed unless donors save its habitat. When you’re selling an automated web service, explain how much time a non-user spends needlessly and list the hassles he needs to deal with.

6. Describe the credentials of those involved. Too many times, I’ve read vague bios containing fluffy marketing-speak instead of solid degrees, documented achievements and number of years in business. Venture capitalists say they invest as much in the people leading their projects as in the ideas, and ordinary customers often think the same way.

7. Show examples of what you mean. The other day while I was listening to a Napoleon Hill lecture, I wasn’t sure I believed him when he claimed he could do or get anything he set his mind to – anything. But then he told a story about how he obtained a Rolls Royce within a week when he did not have the $250,000 needed to buy it. Then I nodded my head, persuaded.

8. Provide evidence of your success. In Internet marketing circles, screen shots of dated earnings and payment checks were de rigueur for a long while, until people realized how easily they could be faked. Even so, photographs of you rubbing shoulders with the mayor or lugging the day’s outgoing packages to the post office can help make your story come to life believably.

9. Demonstrate it. If a picture is worth a thousand words, a video demonstration is worth a hundred thousand. You’ve probably noticed that the kinds of products you see advertised in TV infomercials again and again are those where dramatic footage proves the product works as advertised. In other situations, before-and-after photos can sometimes equal the “show me” power of a video.

10. Be specific. When you say that 61 out of 62 beta testers improved their typing speed with your program, that is far more credible than saying “most,” “the vast majority” or even “nearly everyone.” Non-rounded numbers, such as 98 rather than 100 or 467,000 instead of “half a million” are always more convincing because people assume they derive from counting rather than estimating.

11. Add a guarantee. The fact that you’re willing to back up your promise with a guarantee often cuts off doubt at the knees. Note that your guarantee need not promise the customer’s money back if they are not satisfied. “The mice will be gone or we’ll re-treat your house until they are” or “You’re completely satisfied with your haircut or the next one is free” are two other types of guarantees that boost confidence.

12. Be consistent. As reported in Target Marketing magazine in August 2010, the Mayo Clinic had to dial back techniques recommended by consultants, such as carnival-barker headlines or garish colors, because they clashed with their image as a prestigious medical institution. Though such techniques worked for other organizations, they lowered the Mayo Clinic’s response rates. Besides the overall tone and approach, check for consistency in details, too.

Always assume that your audience is skeptical, regardless of whether or not they already know you. Earn trust with credibility, and the sales follow.

Veteran copywriter and marketing consultant Marcia Yudkin is the author of Persuading on Paper, Meatier Marketing Copy and 13 other books. Besides mentoring marketing departments in copywriting skills, she runs a one-on-one mentoring program that trains copywriters and marketing consultants in 10 weeks. Participants learn no-hype marketing writing skills and business savvy. For more information, go to http://www.yudkin.com/become.htm

05-31-2011, 04:04 AM	#1
marciayudkin Marketing Mentor War Room Member Join Date: Feb 2008 Location: Maui and Massachusetts Posts: 1,225 Thanks: 138 Thanked 643 Times in 304 Posts Social Networking	Become More Believable and Trustworthy: 12 Credibility Builders to Use in Copywriting Become More Believable and Trustworthy: 12 Credibility Builders to Use in Copywriting by Marcia Yudkin When people discover your offerings for the first time, they consciously or unconsciously go through a process of wondering whether or not to believe that you will deliver what you promise. Can they trust that they’ll be happy having bought from you? Credibility is also at stake when established customers need to decide whether or not to purchase something new you’re dangling in front of them. You say they need it, you explain that it’s a must-have, but will they believe what you say about its value? Use this checklist to make sure you’ve bolstered your credibility with either group to the greatest extent possible. 1. Provide background information. A marketing company tried to get me to attend a webinar on a new law, but they didn’t tell me enough for me to know whether or not the law would affect me. A link to the law would have settled my question – either because it showed that the law would or would not have an impact on me or because I would see that the law was definitely too complicated for me to decipher on my own. 2. Offer the source of any data, numbers or statistics you mention. Providing facts is never as helpful as also saying who established those facts. When you state that your numbers come from a 2010 University of Calgary study or the Centers for Disease Control, you bolster your overall trustworthiness, not only the believability of those stats. 3. Include third-party commentary. Did legendary management expert Peter Drucker originally make your point? Can you quote clients of yours on the results they have achieved from your work? Has a major media outlet sung your praises? The more respected and numerous those third parties, the more readers are willing to trust you. 4. Anticipate objections. “But, but, but…” is often running through people’s minds as they consider your sales pitch. To the extent you counteract those concerns and quiet half-baked doubts, you increase the likelihood of prompting the eventual response you want. 5. Document the consequences of not acting. Had the marketer of that webinar laid out in gory detail the fines and jail terms in store for those breaking the new law, I would have been more persuaded by her claim that I had to inform myself about it. Gunning for donations? Show a photo of a turtle who’s doomed unless donors save its habitat. When you’re selling an automated web service, explain how much time a non-user spends needlessly and list the hassles he needs to deal with. 6. Describe the credentials of those involved. Too many times, I’ve read vague bios containing fluffy marketing-speak instead of solid degrees, documented achievements and number of years in business. Venture capitalists say they invest as much in the people leading their projects as in the ideas, and ordinary customers often think the same way. 7. Show examples of what you mean. The other day while I was listening to a Napoleon Hill lecture, I wasn’t sure I believed him when he claimed he could do or get anything he set his mind to – anything. But then he told a story about how he obtained a Rolls Royce within a week when he did not have the $250,000 needed to buy it. Then I nodded my head, persuaded. 8. Provide evidence of your success. In Internet marketing circles, screen shots of dated earnings and payment checks were de rigueur for a long while, until people realized how easily they could be faked. Even so, photographs of you rubbing shoulders with the mayor or lugging the day’s outgoing packages to the post office can help make your story come to life believably. 9. Demonstrate it. If a picture is worth a thousand words, a video demonstration is worth a hundred thousand. You’ve probably noticed that the kinds of products you see advertised in TV infomercials again and again are those where dramatic footage proves the product works as advertised. In other situations, before-and-after photos can sometimes equal the “show me” power of a video. 10. Be specific. When you say that 61 out of 62 beta testers improved their typing speed with your program, that is far more credible than saying “most,” “the vast majority” or even “nearly everyone.” Non-rounded numbers, such as 98 rather than 100 or 467,000 instead of “half a million” are always more convincing because people assume they derive from counting rather than estimating. 11. Add a guarantee. The fact that you’re willing to back up your promise with a guarantee often cuts off doubt at the knees. Note that your guarantee need not promise the customer’s money back if they are not satisfied. “The mice will be gone or we’ll re-treat your house until they are” or “You’re completely satisfied with your haircut or the next one is free” are two other types of guarantees that boost confidence. 12. Be consistent. As reported in Target Marketing magazine in August 2010, the Mayo Clinic had to dial back techniques recommended by consultants, such as carnival-barker headlines or garish colors, because they clashed with their image as a prestigious medical institution. Though such techniques worked for other organizations, they lowered the Mayo Clinic’s response rates. Besides the overall tone and approach, check for consistency in details, too. Always assume that your audience is skeptical, regardless of whether or not they already know you. Earn trust with credibility, and the sales follow. Veteran copywriter and marketing consultant Marcia Yudkin is the author of Persuading on Paper, Meatier Marketing Copy and 13 other books. Besides mentoring marketing departments in copywriting skills, she runs a one-on-one mentoring program that trains copywriters and marketing consultants in 10 weeks. Participants learn no-hype marketing writing skills and business savvy. For more information, go to http://www.yudkin.com/become.htm
	Author, Meatier Marketing Copy, available in paperback, Kindle, Nook, Audible audiobook “There are few genuine thought leaders in the field of copywriting. Marcia Yudkin is one of them. The strategies she presents in Meatier Marketing Copy are all easy to understand and implement, yet profoundly insightful. If you want to write marketing copy that sizzles and sells, this book is a must-read.” - Steve Slaunwhite, Author, Start & Run a Copywriting Business, Co-Author, The Wealthy Freelancer