3 Powerful Ways to Get Your Prospect Ready to Listen
By Heather Robson
AWAI Copywriter and Copywriting Insider Editor-in-Chief

When it comes to supplements, creating a feeling of trust between you and your audience is crucial. You need to do this right up front, in your headline and lead, or chances are your reader won’t stay with you. That said, here are three proven ways to build trust:

1. Build trust through authority.

   Writing from the point of view of a doctor is one way to establish authority. But just any doctor won’t do. You need to create the feeling that this doctor is fighting for the reader against the medical establishment. People trust doctors, but they don’t trust the medical industry. Use this dichotomy to reach your audience. (Hint: Including a photo of the doctor in the layout also builds trust.)

2. Build empathy with the reader.

   People with health concerns want other people to be concerned, too. Do your research and really understand the problems they are facing. Then build empathy by showing them you understand and you care. The best way to do this is with conversational writing. Imaging you are sitting next to someone, just talking to him about what’s worrying him. That’s the feeling you want to get across in your package.

3. Use customer anecdotes to establish a connection.

   In the health industry, buyers respond to stories of people who have had a similar experiences. Use the information you find in testimonials to weave a story into your package that demonstrates the effectiveness of the supplement you are promoting. Personal stories can help you immediately connect with your reader. When you can show her that someone in her situation had success with your product, she is more likely to trust what you have to say.