Writing Compelling Copy - Who Says?

In the previous post we talked about how essential it is to build a relationship with your customer.  You will never connect with them if you don't - and connecting is what writing compelling copy is all about.


We talked about getting them to like and trust you.  But there are always two sides to a relationship.  And there's another aspect to getting people to listen to what you have to say. 


When  visitors arrive at your site, they are almost certainly total strangers to you.  They have probably never heard of you.  So why should they listen to you?  All the other sites they have been looking at will have grand and extravagant claims about their products.  So why should they believe your claims?


You have to show, not only that you are a credible person who can be trusted, but that you are an authority on your subject - that you know what you're talking about.  You can't afford to be modest.  Mention any books or e-books you have written, articles you have published, other related products you've sold successfully.  Your aim is to impress them, so don't hold back.


What's more, you have to show that you genuinely believe in your product.  You do this by providing a no-quibble, cast-iron guarantee - for a long period.  A year if you can do it.  The words "no-quibble, cast-iron guarantee" have become a bit of a cliche, but you must really mean them.  If a product has a guarantee lasting two weeks and is hedged around with all sorts of ifs and buts, what impression does that give?  It sounds as though the seller doesn't really beieve in the product and suspects that lots of buyers will be returning it.  If you really believe the customer will be delighted with the product, you can afford to provide a five-star guarantee!


Come and see us at Bizwrite for more tips and tricks for writing compelling copy!