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LinkedInNo testimonials? 17 other trust-building copy techniques
It’s copywriting 101.
Every sales pitch can benefit from one or more testimonials. They provide third-party endorsements, build trust, and, if you have a lot of them, engage the “bandwagon” effect — the more people doing it, the more acceptable it is.
But what happens when you have no testimonials to work with? You just have to write your copy without them. Right?
Wrong. And here’s why.
There’s nothing magic about testimonials. Yes, you read that right. Testimonials are powerful, but they are just one way to accomplish an end. What end? To build trust in a company or product.
As long as you can build trust, that’s all that matters. So if there are other techniques for building trust, you can get by without standard testimonials.
And as it happens, there are plenty of other ways to build trust. Here are a few.
Use command language to get the response you want!
When you write direct response copy, your goal is to provoke a response. That’s why it’s called direct response copy.
To do this you can’t be subtle or wishy-washy. You must tell people what to do.
This is what I call “command language.” Or in grammar class terms, you must use the imperative mood. The word “imperative” comes from the Latin imperare, meaning to command.
Why must you tell people what to do? Simple. Experience (and basic psychology) show that people are more likely to do something if you prompt them.
Is this considered rude? Some people think so. They are wrong.
The Elements of Style: the ad writer’s best friend
The best book ever written on the art of effective writing is The Elements of Style by William Strunk, Jr. and E.B. White.
There is much good advice in this classic text, especially in the last 20 pages, titled “An Approach to Style.” Nowhere have I seen more helpful advice in so few words with such precision. This is why I always keep this book within reach.
I will leave it to you to explore this book on your own. But I would like to provide my own version of select advice from this essential reference. This applies to all writing, of course, but it is particularly important for advertising copy.
Beware the copywriting sample bandits!
They’re out there. Lurking in the shadows. Waiting for the right moment to strike.
They’re the copywriting sample bandits … nefarious and sneaky people who seek to steal your samples for their own greedy ends.
If you’ve never run into a sample bandit, let me tell you about two encounters I’ve had recently so you can get a taste for how these villains operate.
A guy calls me on the phone:
Bandit: “Yeah, high. I have a car dealership and I’d like to do a mailing. Can I get some of your samples?”
Me: “Why don’t you tell me a little about your business and what sort of promotion you want to do?”
Bandit: “Uh, do you have any samples of auto dealer direct mail?”
Me: “A few. But if you could tell me what you want to accomplish, perhaps I could help.”
Bandit: “I want more customers. How about those samples?”
Me: “I can send you samples, but I’m just trying to find out a little more about the sort of promotion you want to do so I can help you accomplish your objectives.”
Bandit: “You know what? Never mind.”
*click *
Quiz: Are you a creative genius?
Are you creative or not?
Okay, that’s a trick question. If you fell for it, you’ve bought into the myth that you either have creativity or you don’t, as if it’s all or nothing. You’re either a creative genius or you’re a dolt.
The fact is, you are creative. Everyone is creative to some degree. The only question is how creative are you? It’s a sliding scale from a little to a lot.
After all, creativity isn’t something you’re born with. It’s not what you are as much as what you do. It’s a learned behavior and therefore can be controlled and improved.
Think of creativity like a muscle. The more you use it, the stronger it gets. To increase your creativity, you simply need to act in creative ways and do what other creative people do. Not surprisingly, people recognized as creative tend to share common traits.
So are you a creative genius? Let’s find out.
How to write an advertorial to sell a product
Click picture to see advertorial sample.
If there’s any copywriting project that creates confusion for many of today’s new copywriters, it’s writing an advertorial.
Unlike most advertisements, the advertorial demands a different tone and a certain restraint in how copy is written. It must be less promotional and more “newsy.”
But let’s start at the beginning. What is an advertorial?
Here’s how Wikipedia defines advertorial …
An advertorial is an advertisement written in the form of an objective article, and presented in a printed publication—usually designed to look like a legitimate and independent news story. The term “advertorial” is a portmanteau of “advertisement” and “editorial.” Merriam-Webster dates the origin of the word to 1946.
In other words, an advertorial is an ad written to look and sound like editorial matter. With the typical advertisement, you want the ad to jump off the page. But with an advertorial, you want the ad to blend in, as if it’s just another article in the publication.
Copywriter thumbnails and how to draw them
Copywriter thumbnails? Draw them?
You’re thinking I’ve lost my mind, right? You’re scratching your head and saying, “Why would a copywriter have to draw a thumbnail?”
(Do people really scratch their head when they’re confused … or is that just something people do in old black and white movies?)
Okay, I’ll admit that I may be misleading you a little with the photo of the big thumb.
But if you’ve been in the copywriting business for a while, you know what I’m talking about. Other than using an opposable thumb to help hold a pencil, your thumbs have nothing to do with thumbnail sketches.
32 essential tools I use to run my copywriting business
But when I started looking at all the software and online tools I actually use, I had one of those “sheesh” moments. I had no idea just how many tools I rely on. I could have made a list of 101 tools.
But it’s a busy week, so I’ll cut it down to just 32 I use a lot. This includes some design tools since I offer design services to my clients as well as copywriting.
Oh, and keep in mind that I’m on a PC Windows system, so there aren’t any Mac tools here.
15 little secrets your freelance clients won’t tell you
Do you remember that episode of Gilligan’s Island when Gilligan discovered a bush on the island with seeds that make it possible to read minds?
No? Well, I do. And it was a disaster.
At first, it was an amusing trick. But pretty soon, when everyone knew what everyone else was really thinking about them, it got nasty. Even Mary Ann got pissed off.
Well, I think it’s for the best that we can’t read minds. Too much truth isn’t good for anyone.
But it would be nice if you could swallow just one little mind reading seed to get a taste of what some of your clients might be thinking about you.
Would you like to give that a try? Here we go …
