Gain Your Reader’s Trust: Copywriting Tip #4

You have only one job as a copywriter. Get your reader to take action.

This action can be to buy your product. Sign up for your conference. Vote for your candidate. Or donate to your cause.

But regardless of what you want him to do, you have to get him to believe: Believe in your product. And believe in you.

Getting him to believe in your product is largely the function of the formal proof you offer in your copy. But that’s not what I’m going to talk to you about today. Believing in your product is really secondary to getting him to believe in you.

And you must get your reader to start believing in you from the very first words he reads.

How do you do that? You can’t outright tell him. You know how you respond when someone says, “You can trust me.” Your defenses immediately pop up.

So, you don’t tell your reader to believe in you. You let your words do it.

Here’s how this works. Read the following short passage …

The largest investment banks in the world are amassing their forces for a concentrated, all-out assault on one particular sector.

It could mean billions of dollars in profits for them.

But more importantly, their moves in the market could hand you a quick 50% gain in the next 30 days.

And as their market assault gains momentum, I’ll show you how you can leverage their positions to multiply your own gains. In fact, you could easily see gains of 1,500% or more …

 … enough to turn a basic $5,000 investment into $75,000.

This is pretty good copy. But it lacks something crucial to get that “he knows what he’s talking about” response from the reader. It’s too general and lacks specific details. It gives the impression that the copywriter doesn’t really know the subject that well.

Now look at copy the same copywriter wrote after revising this promo with specific details …

Investment banks are making an end-run on the markets right now. It’s a move that’s estimated to put $31 billion in their pockets.

If you’re thinking of goliath investment banks like Goldman Sachs … J.P. Morgan Chase … Bank of America … Morgan Stanley … Deutsche Bank … Barclays Capital … Credit Suisse … you wouldn’t be off the mark, as you’ll see in a minute.

They’ve already created over 1,574 new positions for traders, just to execute this end-run. They’ve already set up 97 new trading desks at key locations from Houston to Singapore, Hong Kong, Sydney, and Calgary. All in the last 14 months. It’s a record rate.

This short copy tells me the writer really knows what’s going on. I get that from the specific details he uses: numbers, names, and even a reference to “new trading desks.” I absorb it subconsciously without the copywriter having to say, “You can believe me” and stimulating my skepticism.

“Show, don’t tell.” You’ve heard this many times, I’m sure. But now you know why it’s important. Specific details give your reader a reason to believe you … and a reason to believe in you.

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Published: October 17, 2013

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