But, when you're trying to make them part with cash - you need a little more. Think about it:
- We don't have the benefit of speech/gestures to allow clients to warm to us.
- We need style and pizazz just to make them read past the headline.
- We also need to sell them a product or service - reasonably quickly.
So how do we build trust? We need to show why we are qualified in that particular subject.
If you're a mechanic, maybe you've had five years experience on a certain model of car; as a plumber, perhaps you're the leading authority in a new pipe sealing method.
Whatever your silver-lining happens to be, work it out and then find a way of integrating it within the copy. Make it natural and let each paragraph roll into the next. If it's a pleasure to read, the client will take it all in and the bridge between the both of you is built.