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Is creating a feeling trust a big part (or concious part) of your copy?

by Big Al
9 replies
Just had a bizarre week where everything I'm reading
seems to have bigger and bigger elements of trust.

First Ewen Mack posted this answer to one of my
questions about creating banners.

Here's a good example of one...The World's #1 Trust-Based Sales Trainer - Ari Galper's Unlock The Game

Look at all the trust building elements.

You've got the face of a real person.

You've got legally protected names,
which means he is the only one with this information,
therefore an authority.

It clearly tells who it's for.

It shows media mentions.

Clearly shows phone numbers so as not to hide behind email.
Also phone numbers from different countries means it has authority by it's
international reach.

Engineer as many trust building elements as you can.
And now I've just read an ad that creates a real feeling of trust
using testimonials and credentials whereas before I always
saw testimonials as elements of proof your system or service works.

But no... this was about how creating the feeling of trust
and helping the reader relax.

Is this something that's should always be at the forefront of your
mind because I rarely hear people talk about it. I think there are
suitable differences between proof, believability and trust.

Maybe I'm just confused and reading the wrong books
#big #concious #copy #creating #feeling #part #portraying #trust
  • Profile picture of the author deezn
    Dan kennedy has two books out on trust based marketing, and how consumers are increasingly distrustful (Madoff, 1% wall street, Enron etc.)

    I attended a legal marketing conference where he gave a speech. Of course in his opinion at the bottom rung of trust is Doctors, then lower are lawyers, and even lower are used car salesmen.

    He's worked with financial advisors who have had a hell of a time after Madoff and the fiscal crisis.

    Both books coauthored with Matt Zagula (I need to pick them up)
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  • Profile picture of the author Alex Cohen
    Originally Posted by Big Al View Post

    Just had a bizarre week where everything I'm reading
    seems to have bigger and bigger elements of trust.

    First Ewen Mack posted this answer to one of my
    questions about creating banners.



    And now I've just read an ad that creates a real feeling of trust
    using testimonials and credentials whereas before I always
    saw testimonials as elements of proof     your system or service works.

    But no... this was about how creating the feeling of trust
    and helping the reader relax.

    Is this something that's should always be at the forefront of your
    mind because I rarely hear people talk about it. I think there are
    suitable differences between proof, believability and trust.

    Maybe I'm just confused and reading the wrong books
    Believe and trust are synonyms.

    Proof is one of the ways you create belief (or trust) in your prospect. (There are several other ways as well.)

    Belief is an emotion you're trying to spark in your prospect. Proof is a tactic.

    Try to get yourself in the habit of thinking which tactic causes which emotion.

    Another example, scarcity (the tactic) creates urgency (the emotion).

    Alex
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  • Profile picture of the author ewenmack
    A big part is the experience and knowledge
    of your market.

    If the product/service is in a market that has been
    around for a long time, then they are
    more knowledgeable and may of been burnt by
    marketers.

    Therefore plenty of trust building is required.

    If the product and technology is new,
    then the market has no frame of reference for it.

    A different type of trust therefore needs to be built.

    This can come from trusted research authorities being quoted.

    How it could work in their situation

    Are those advantages real.

    Are the risks low.

    Their sole frame of reference could be that they've
    bought new technology before and it was a disaster
    because they couldn't get it to work and support was non existent.

    So as a marketer, we have to understand the target audience's
    past experiences to fight their reason not to buy which may not apply to what you sell.

    Best,
    Ewen


    Originally Posted by Big Al View Post

    Just had a bizarre week where everything I'm reading
    seems to have bigger and bigger elements of trust.

    First Ewen Mack posted this answer to one of my
    questions about creating banners.



    And now I've just read an ad that creates a real feeling of trust
    using testimonials and credentials whereas before I always
    saw testimonials as elements of proof     your system or service works.

    But no... this was about how creating the feeling of trust
    and helping the reader relax.

    Is this something that's should always be at the forefront of your
    mind because I rarely hear people talk about it. I think there are
    suitable differences between proof, believability and trust.

    Maybe I'm just confused and reading the wrong books
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  • Profile picture of the author Big Al
    Proof is one of the ways you create belief (or trust) in your prospect. (There are several other ways as well.)

    Belief is an emotion you're trying to spark in your prospect. Proof is a tactic.
    That's wicked, made things so much clearer.

    as a marketer, we have to understand the target audience's
    past experiences to fight their reason not to buy which may not apply to what you sell.
    Which I guess also includes any preconceived notions (right or wrong) about a product or service.
    Signature

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    • Profile picture of the author ewenmack
      Originally Posted by Big Al View Post

      That's wicked, made things so much clearer.



      Which I guess also includes any preconceived notions (right or wrong) about a product or service.
      EXACTLY!

      Here's an example...

      The movie "The Secret"
      had a info product after the hit.

      First it sold well in the USA.

      Had the same approach used for the launch into the Spanish market, it would of bombed.

      Reason being, the Spanish people mostly believe their fate is pre destined...
      unlike most Americans.

      And the whole premise of The Secret was you can determine your own life outcome.

      So we have to know what's going on in the prospects mind.

      Best,
      Ewen
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  • Profile picture of the author Steve The Copywriter
    Yes, there are lots of techniques to get the vitally important "trust"

    Another way is - if people like you - they're much more likely to trust you.

    What makes people like you?

    Empathy.

    So use lots of genuine empathy in your copy.

    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
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    • Profile picture of the author ewenmack
      There's another factor within trust as well,
      they don't trust themselves to make the right decision.

      Here's an in depth video demonstrating how
      readers have anxiety and what to do to
      remove it.

      There needs to be just as much weight on removing anxiety
      as there is building value and advantage.

      That's how a 263% gain came from this split test challenger version.

      Enjoy!

      263% Higher Conversion Rate
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  • Profile picture of the author Big Al
    Thanks... an hour video! With a 2012 "modified" attention span?!
    Signature

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  • Profile picture of the author aroth
    trust is everything. If people don't trust you they won't buy from you.
    Signature
    Discover the 'Best Kept 6 figure Secret' on the Warriorforum!
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