Eight Highly Actionable Tips for Writing Believable Copy that Persuades Customers
Most customers have taken the advice "let the buyer beware" to heart. So, when a visitor first arrives at your page, he'll be skeptical. After all, the customer doesn't have any idea who you are, and he doesn't know that you strive to live your life honestly. All he sees is another web page and another product. That means it's your job to persuade him that you're credible and that your product will work as described. Happily, marketers can follow specific, concrete steps to gain credibility with their readers.
Tip One: Story Time
Kindergartners everywhere agree: the best part of the school day is story time. People love stories. Tell an engaging story about your product and customers will keep reading. Make your story genuinely interesting. Don't write: "I created this product after I tried our competitor's products and realized they failed to serve their customers." Instead, tell the story of how you came to realize you had something special to offer by relating your feelings and your excitement over your own superior solution.
Tip Two: "This is The Best Tip Ever!"
Avoid marketing language and don't overuse superlatives. Reserve exclamation points for only those sentences that really require emphasis.
Tip Three: Samples
Nothing turns a casual reader into a buyer like a sample. Samples are especially important for people marketing eBooks, marketing systems, music or any other easily distributed item of variable quality. Since customers know that many eBooks provide little helpful information, you can help to persuade them to buy your product with a sample of the first few chapters. Ask yourself: "Would I rather have the visitor leave my website, or have them try my product?"
Tip Four: Believability
If you're making an assertion that readers will find difficult to accept, admit as much in your writing. Tell readers that "I know these numbers seem unrealistic" and offer persuasive evidence to support your assertions. Explain how, exactly, your product achieves the effect you've claimed. Explain, for example, that the system you're marketing increases sales because it offers customers a special incentive to make multiple purchases. Avoid telling customers "I know it's hard to believe." Replace this overused phrase with alternative phrasing like "It's natural to question these numbers, but…"
Tip Five: Qualify Each Claim
Don't tell customers that they'll "work faster than ever before!" Tell them they'll "work faster than ever before as long as they don't forget steps two and three of the program." This approach offers the advantage of honesty as well as believability. Qualify your claims and you'll find you've converted mundane marketing hype into believable reassurance.
Tip Six: Reviews and References
Publish a polished reference from a friend or post reviews of your products. Readers find reviews more persuasive if you publish them in their original, unaltered condition without improving grammar. Be sure to ask for permission from the reviewer.
Tip Seven: Sell Yourself
Many smaller products sell best if their creators post a picture of themselves and provide general personal information like a name and city of residence. People are more comfortable buying from "Chad, who lives in Olympia, Washington" than from an anonymous webpage.
Tip Eight: Details, Details, Details
Unsupported assertions don't sell products. Provide a photograph or video of your product in action, or at least a photograph of a check earned with your product. Favor precise numbers over round numbers.