If someone in a position of authority publicly approves your product, the
more likely others are to buy it. Ideally, this is someone who is a leader in the
field, has qualifications, and a great reputation – all of these things will make
their opinion more powerful. When you show this person likes your product,
your copywriting becomes more persuasive to the customer.
The power of your peers.
As well as people in positions of power, people are largely affected by what
people in a similar position to them are doing. The most powerful example of
this is when all your friends are doing something, you want to do that thing as
well. Practically, you don’t know what the friends of the reader are doing, but
you can address people in their demographic. For example, if you know most
of your clients are 20-25, you can say “20-25-year-olds love our products,”
then readers in that age range will think “I’m in that demographic, maybe I’ll
like it too.” This is the power of belonging and group identity. Use it
mindfully and your copy will be more persuasive.
Take responsibility for negative experiences
It might seem counter-intuitive but being able to take responsibility and own
up to a failure will actually make you and/or your business more compelling.
Of course, you don’t want to create a reputation for being incompetent. But
occasionally taking complete responsibility and being able to say “sorry”
correctly will help your business to be more persuasive because it is better
perceived.
Share learning experiences with your audience
This is similar to the preceding point. Creating a public image of a business
that is human and humble will make it more appealing. People don’t want to
buy from a brand that seems to always be perfect because they know the real
world is messy and no one or thing is perfect. A business that takes
responsibility, apologizes when appropriate, and makes its learning
experiences public is better perceived by its clientele.
Be specific with promises.
When selling a product or service, it helps to be very specific in the promises
you make. For example, it is better to say, “Lose 6 pounds of fat in 6 weeks