September 5, 2008
When Writing Copy You Have To Evidentiate Your Authority
One of the intentions a copywriter has when working is to persuade the reader. Good, conclusive copy is very easy for the audience to trust because it sounds truthful and favors their exigencies and interests. In consequence, response rates are better and there is a higher chance that the desired results are attained. Incorporating a tone of authority in writing copy is a meticulous practice but it is not as hard as it seems to be. I´m gonna comment some points that can help you improve your copy and make it more powerful and influential:
Go through your niche
Don´t write copy about a subject you have little or no knowledge about. If you want to demonstrate that you have authority in writing that copy, you must be able to show your audience that you know accurately what you are talking(actually writing) about. Your readers can realize if you're just bluffing.
Substantiate your experience
Another way to show you have reliability in writing copy is by demonstrating you have enough experience about the subject. You can't write about Formula 1 cars with authority if the closest you've ever come close to a F1 one is by biking at your backyard.
Use your Unique Sales Proposition
Every product, idea or statement has a USP or unique sales proposition. Find out what yours is when writing copy. The USP will help define your statement and make you stand out from write-ups that have a similar idea. You can use this to your advantage to create authority.
In order to write your USP you must answer the following question: Why should they buy from me and just from me?
Make the declaration as clear as possible so your readers will understand automatically the message you are trying to express.
State the benefits and advantages
There will always be disadvantages or limitations to your product, idea or statement. Instead of detailing them to your readers, focus on the advantages and benefits. Tell your readers what it can do and what it can't do.
If you're promoting a bicycle, for example, you don't have to state that it's not as fast as a car. It can't fly but it can help its user reach his destination. It's cheap, doesn't pollute the environment and can even be an instrument of fitness.
Prove your point
Magnifying your statements may sound inoffensive but the influence on your readers may not be beneficial to you. Consumers and readers are a bit sensitive and they will take it personally if they find that you were cheating them. There is nothing that works as fast as an overstatement to depreciate your verisimilitude.
If you want to have authority in writing copy, state only the facts – statements that are easily verifiable.
Indorse your asseverations
Authority in writing copy is alike to writing news stories – you need proof of your statements. If you make one, make sure it's indorsed by details and figures that may be confirmed. If there is a study, research or statement made by an expert that will support your claim, use that as well. So in case someone asks, you can point them to the reference that will support what you said.
Be careful with the language
If you want to be trusted as an authority in writing a copy, make sure you take care to show good grammatical and spelling skills. Nothing destroys an authoritative position than bad language because it speaks of carelessness and a lack of knowledge. If you want to be seen and accepted as an expert, show respect for your readers and write well.
To your success,
Daniel
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