Listen, when it comes to marketing your business, there is no better skill to have than knowing which words to use, how to use them, when to use them, and why to use them! With that being said, let's examine three questions your prospect is asking them self while reading your copy: Question #1: Is this person authentic and real? Your prospect is constantly trying to figure out if you're being "real" with them or not. Some business owners and salespeople put on a "front" when they're with a prospect. They go into "sales" mode and change their behavior, language, and even their mannerisms. It's important that you be yourself around prospects (or anyone for that matter) whether you're with them in-person, in print, on audio, or on video. Your prospect wants the real you, not some fake version of you. If they sense you're being real with them, then your credibility rises with their trust in you. If you're not being real, then the opposite is true - your credibility will plummet and their trust in you will fade away. How do you show authenticity in your copy? Start by creating your own voice in your copy. Just like we discussed earlier in this book, some writers have an authoritative voice. Some have an argumentative voice. Some have a style that's fun and witty. Some have a style that's light and poetic. What's your voice? Remember, your voice is determined by WHAT you say, as well as HOW you say it. Tempo, syntax, diction, punctuation, etc. all help the reader hear your specific voice. Practice over and over again. Write more and more copy. Eventually you'll find your voice, and when you do, you'll sound "real" to your readers. Question #2: Is this person telling me the truth? Just like your prospect wants you to be real with them, they also want you to tell them the truth. The truth equals trust. And trust in you equals sales. Look, no one likes to be lied to. If they sense you're not telling the truth (no matter how minuscule the lie is), then they'll feel like you're playing with them and bolt faster than an Olympic sprinter being chased by a lion. Along the same line, you don't want to be too dramatic and exaggerated with your words. Sure, you want to use good, benefit-driven sales copy. But you don't want them to think, "It sounds too good to be true." That's the kiss of death. Too good to be true. That's when you know you've crossed the line from good copy to hype copy. Your prospect needs to believe what you're saying - not doubt you. Doubt loses sales. How do you show believability in copy? One way is to actually admit when you're wrong or admit that your product has a flaw. For example, let's say that you're writing copy to sell "Voice Lessons". You tell you audience what they're going to get, why it's important for them to learn this skill, and what makes you the best choice for them. But then, you admit that your hours aren't conducive to just anyone. You're teaching singers how to make it in the real world, so you offer classes only during the day (while your competitors offer classes any time). At first this may seem like a bad idea to admit something like this. But, as long as you explain the reason behind this (and it's logical - and beneficial to your reader), your reader actually believes you more because you admitted something to them. It's almost like letting someone in on a secret. When you do, they believe and trust you more. The same concept can help you become more believable in your copy. Question #3: Is this person knowledgeable? Think about when you go out and buy something. Do you enjoy talking to a salesperson who can't answer your questions? I don't know about you, but that drives my buggy. One of my biggest pet-peeves is having my time wasted. So, when a salesperson can't answer basic questions that I have, it infuriates me. Why are they even there? They're not helping the customer-business relationship, they're hurting it. The same is true for your prospect relationships. You must be knowledgeable - and you must show them that you are. You can do this by answering their questions. You can do this with content. You can do this with well-written, educational-based copy. How do you show knowledge in copy? There are numerous ways to do this. One way is to casually mention that you're an author...or a speaker...or that you've been in the media. Another way is to teach your reader something inside your copy. So, instead of just telling your prospect about the problems they face and the solutions you have for sell, you actually teach them one of the solutions right now in your copy. By teaching them something in your copy, you passively show off your knowledge, plant the seed that you're the real deal, and show them that you know your stuff and can help them. Ok, now it's time to start using these three questions in your copy to help you preemptively answer the questions going through your prospects mind. Remember, as copywriters it's our job to answer those questions for them as we write our copy. That way, we set their mind at ease, lower their defenses, and persuade them to take the next step with us.
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