By MICHAEL S
Hello business people!
Here I am with Chapter 2. of this pocket series on how to write more honest and credible email copies that can help you to increase sales.
In the last chapter, I explained why it’s a huge own goal (probably even bigger than this one) to use some cliche phrases describing your products or services and trying to look more exceptional. ⚽
Now, the topic won’t be about what to exclude, on the contrary, about what to include to be more authentic.
Boosting your trustworthiness requires two specific copywriting actions!
➡️ 1. – Be much more specific
Generic statements sound like marketing mumbo-jumbo. In contrast, a specific statement sounds more believable.
To give you the easiest example I can think of right now, see how numbers should be used according to specificity.
Words like hundreds or millions may seem specific, but they sound like a marketer exaggerating the truth. Use specific numbers to draw attention and increase credibility.
❎ Hundreds of happy customers left a five-stars review on this amazing product already.
✅ 362 happy customers left a five-stars review on this amazing product already.
Email copies are often too short and without depth, and that’s why they fail to generate trust. So, dig deeper to describe your product and demonstrate your value. Include specific details to create trust.
➡️ 2. – Back up your statements with external proof
Specificity is a form of internal trust building because you give specific details of your product, your service, your process.
External trust elements, however, provide credibility from outsiders, such as test results, testimonials, user-generated content and other forms of social proof. Together, internal and external proof raise your trustworthiness. 👍
The correct way to use testimonials:
1. Describe a specific feature—on what you deliver
2. Explain the benefit—why your subscriber should care
3. Provide proof with a detailed testimonial
Pro Tip: Don’t place your testimonials on a separate web page or at the end of your email. ❗
The most powerful testimonials are an integral part of your sales copy.
➡️ Bonus – Consistency
When you are writing email copies, it’s easy to get distracted by persuasive sales techniques. Using subject line tricks that increase open rates or power words and sales letter formulas.
But does the copy still sound like you? 🗣️
Consistency is the basis of trust.
So, don’t use words that make you sound deceiving. Don’t follow writing tricks if it doesn’t align with your values. Don’t feel you need to be pretentious.
Trust your own gut instinct. Be honest. And be yourself.
To be an even bigger expert is sales email copywriting read Chapter 3. too! 🤤
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