How to Play Up Your Business’ Strengths
In order to get others to listen to what you have to say and have faith in your products and services, you need to be able to convey what makes you credible. However, to keep others from getting turned off, it can’t sound like you’re bragging. Top copywriters and marketers are able to weave massive amounts of credibility into their copy without ever sounding like they’re bragging. Here’s how it’s done.
==> Use the Art of Storytelling
There’s a lot you can say in the context of telling a story that can’t be stated otherwise.
You could tell a story about how you and your friend, the former CTO of Google, came up with a brilliant concept for helping employees increase productivity. You share the technique and the expected results and teach it to your audience.
If you hadn’t used a story, it would have sounded presumptuous to say that you’re friends with the former CTO of Google. But in the context of a story, it becomes a helpful tidbit that still carries a great deal of credibility with it.
==> Sprinkle Rather Than Pour
Instead of trying to dump all your credibility factors on your audience all at once, learn to sprinkle.
Drop a fact here, then allude to another factor there. Mention an incredible result in one blog post, then move on. Briefly touch on an influential friend on another page, and don’t make a big deal out of it.
In other words, just drop subtle hints that you know what you’re talking about, then move on. Don’t try to prove anything, and don’t “pile on” credibility points.
The one exception is your bio page. When people are reading your bio page, they explicitly want to know about you and who you are. On your bio page, go all out and share all your credibility factors, along with other facts about yourself they may want to know.
==> Use Images to Build Credibility
Photos not only build more credibility, but they have a way of slipping under the radar. It seems pretentious to tell someone you met the president, but posting an image of you shaking the president’s hand on your website will seem impressive rather than boastful.
- If you’ve ever been in the press, include the press logos on your website, saying “As Seen On …”
- If your company has multiple positive reviews on Glassdoor or Goodfirms, put on their logo. If it’s BBB approved, put on the BBB approved logo.
- If you have before and after photos, put on the before and after photos. If you have a picture of a check, use the image rather than saying how much money you made.
Unless you make it clear why you’re credible, people will be reluctant to purchase from you or listen to your advice. But it’s crucial that you share this credibility using a more subtle method rather than an in-your-face manner.
Now that you know the strategies top copywriters and marketers use to weave massive amounts of credibility into their copy without ever sounding like they’re bragging, it’s time to put them into action when developing your own content.