How to Build Trust into Your Copy
Gain Your Buyers Trust
Make Your Message Believable
Some people have heard it all and seen it all. Some are fairly trusting and will check things out because of the natural faith they have. Most people have very little trust, and in order to gain their trust, you need to provide them with an abundance of quality information.
Don’t Expect Your Prospects To Trust You Without Proof
Caveat emptor (Latin for “Let the buyer beware”) is still taught in schools— and for good reason. There are a lot of scam artists and disreputable people in the world. My best recommendation is don’t be one!
If you think that’s the only way to make a living, frankly, your thinking is very screwed up.You need to overcome this resistance, in order to build trust.
Establish Your Credibility To Gain Trust
Even if you are an honest person with a great product or service, you have to convince a total stranger to trust you. The best way to do that is identify with the prospect. By showing him who you are you will gain his trust.
Let’s say that you invented plastic coat hangers. You have decided that you want to target women that have been using inferior, old-fashioned wire hangers. You will use the elements of good copy, headline etc., but you tell a story so they know you are a real person who experiences the same frustrations they do.
The letter might start out with an opening sentence like:
I want to tell you how to avoid ever finding your favorite blouse on the closet floor again! As a mother of four, I was sick and tired of bent, tangled and all around annoying clothes hangers. I got so fed up with it after…
Then you tell the story. You might describe a scene that could have happened to them also, describe your kids, your home, your husbands habits etc.
Mentioning the location of your business, home, or relation to some other geographical point makes you more believable. It allows your buyer to trust you.
By describing these types of things, you become more real to a person reading your copy. You will gain their trust.
Here are some other tips that will increase your credibility:
- If you have some credentials like MD, PHD, Bob Villa’s tailor, Donald Trumps personal advisor, etc. —of course you want to use those things.
- If you can get an endorsement from someone who has credentials, that will work too.
- Utilize any affiliations you have with well-known associations, such as the Better Business Bureau.
- Pictures of yourself as long as you’re photogenic, meaning you don’t look like a psychopath or an axe murderer.
- How long you have been in business. A simple note saying 16 years in the same location makes you more trustworthy.
- Use testimonials from other clients.
Let your clients get to know you. This is how you gain their trust.