Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
5 ways to build instant credibility online
by Bob Bly
Prospects are skeptical, especially online.
Here are 5 copywriting techniques to help you quickly reduce skepticism ... and get Internet buyers to trust you more:
A "credibility pre-head" is a line of copy above the headline designed to instantly establish the marketer as an authority or expert. For example, I use the following credibility pre-head at the top of every one of my product's landing pages: "Bob Bly, the man McGraw-Hill calls 'America's top copywriter', and the author of more than 70 books...."
In one pithy phrase, I have instantly given my prospect 2 reasons why he should read -- and pay attention to -- what I have written on the page he is visiting.
2-Two-column landing page.
In a traditional one-column landing page, you have to scroll through a lot of copy before you get to the author's bio, testimonials, and other credibility-builders. I favor a two-column format. The main sales letter is in the wider column at right. In the left column are the credibility builders, including my bio ... picture ... and testimonials. This way, the credibility copy is right up top, so the visitor sees it immediately on the first screen. For example: www.bestkeptcopywritingsecrets.com
The more testimonials you have, the better. Some marketers use only a handful of testimonials inserted into
the main sales letter. I run my testimonials down the left column for the entire length of my long-copy sales page. I doubt anyone reads them all. But the sheer volume makes the buyer think: "If he has all these
testimonials, the product must be good!"
There are many ways you can use video on your Web site to overcome skepticism and build the visitor's trust in you. The credibility stems from a combination of the specific message you deliver -- plus the visitor seeing your face and hearing your voice. Your online video can restate the benefits, emphasize your guarantee, or give free tips. Video testimonials from satisfied customers are also powerful credibility builders.
Hype can sell. But there is a trade-off. Too much hype in your copy makes people distrust you. I prefer a tone that is friendly and informative. Let your personality shine through in your online writing, and the reader will be more comfortable with buying from you.
P.S. For more proven, powerful copywriting techniques, get a 90-day risk-free preview copy of my e-book "The World's Best-Kept Copywriting Secrets" today: www.bestkeptcopywritingsecrets.com
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