It is a writer’s goal in copywriting to convince the reader. Readers are more likely to trust good, authoritative copy since it sounds more honest and cater to their interests, wants, and needs. As a result, response rates are better and there is a higher likelihood that the desired results are achieved. Integrating a tone of authority in writing a copy is a studied process but it is not entirely impossible. Here are the top 7 ways you can improve your copy and make it more influential and convincing:
Know your topic
Never write copy about a subject you have little or no knowledge about. If you want to prove you have authority in writing that copy, you should be able to show your audience or readers that you know exactly what you are writing about. Your readers can tell if you’re only bluffing.
Prove your experience
Another way to show you have authority in writing copy is by proving you have the correct experience about the subject. You can’t write about rocket science with authority if the closest you’ve ever come close to a rocket is by watching a fireworks display.
Use your USP
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.
Make the statement clear so your readers will understand immediately the message you are trying to put across.
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.
In promoting a bicycle, for instance, you don’t have to mention that it’s slower than a car. While it cannot fly, it can assist its user in reaching his destination. In addition to being cheap, it does not pollute the environment and can even be used for physical fitness.
Use facts
It may sound harmless to embellish your statements, but it may not be in your best interests. Consumers and readers are a bit sensitive and they will take it personally if they find that you were pulling the wool over their eyes. There is nothing that works as fast as an overstatement to decrease your credibility.
If you want to have authority in copywriting, state only the facts – statements that are easily verifiable.
Back up your claims
Authority in copywriting is similar to writing news stories – you need proof of your statements. If you make one, make sure it’s backed up by details and figures that may be corroborated. 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.
Don’t mess with the language
If you want to be trusted as an authority in writing a copy, make sure you show good grammatical and spelling skills. Nothing destroys an authoritative position more 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.