Your readers read you blog posts an articles because they want information about solving their problems. Your readers purchase products you recommend for emotional reasons while they justify their purchase based on logical reasons. Credibility is one element of your writing that must appeal to both aspects of your reader’s decisions.
Credibility diminishes any doubts you readers may have. It helps them believe the claims that your product or service will help solve their problems. It is proof that they are making the right decision. It backs it up by telling them that you are an expert and you can be trusted.
To can establish credibility in writing by using several approaches in your writing:
#1 Testimonials
This is probably the most frequently used credibility tactic. A testimonial is someone else reviewing or praising for your product or service or the service you recommend. They demonstrate to readers that someone else has benefitted from your business. Most of us often turn to our peers for advice, insight and a direction. A testimonial provides that guidance and insight. It comes from a peer rather than a business owner which means it is less likely to be biased.
You can use testimonials anywhere in your writing: on websites, for blogs, articles, and e-books. Many times they’re used in the last half of your story. I like to p testimonials for me when I write a to action. By this time the reader has generally made her decision to buy and is looking for logical reasons to justify her decision. Testimonials help her support her buying decision.
#2 Data and Facts
Whenever you make a claim about your product or service, back it up with facts, data and research. This demonstrates to your reader that you indeed know what you’re talking about. It also gives them confidence in your ability to solve their problem.
For example, if you’re selling pet training you might write that your training program helps owners provide structure to their pet’s life. You could follow that up with a quote from a famous trainer or from a study that cites the health benefits trained dogs receive over dogs that are untrained such as living longer or having fewer health problems.
#3 Endorsements and Reviews
If your product or service has been reviewed or endorsed by anyone or any organization, write that endorsement in your copy. An “As seen on public radio” can go a long way toward establishing credibility.
Finally, consider adding a 100% satisfaction guarantee. Many people may feel your offer risky yet in the long run it will sell more product than the guarantee costs. Of course, you’ll have a few people who return the product but the guarantee leads to more credibility and confidence to your buyer who may be looking to reduce their risk.
Success with your writing credibility,
Ruthan
Ruthan Brodsky
Copywriter and content Creator
Freelance Health Writer
Freelance Business Writer
