Saturday, March 19, 2011

Building trust when writing copy

One of the hardest things we have to do as a copywriter is build trust - in a relatively short space of time and words. It is true that people tend to believe things that they see written down. They take it for granted that a great deal of research has gone into writing the piece before them, so therefore it must be true.

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.
And on top of all that, we need trust - or the customer will suspect it's just about taking their money.

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.

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