Tips for Making Your Copy Credible and Persuasive

Know,like, Trust Words

“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.” — Edward R. Murrow

As readers of advertisements and promotions, consumers are suspicious by nature. We assume that someone is trying to cheat us, or overcharge us, or oversell the benefits of their product or service.

If this is true (and I assure you it is), how do we, as copywriters, break through the walls of a reader’s disbelief and write credible copy that is persuasive?

The good news is, it can be done, but it takes some effort. Unfortunately, too many copywriters take the easy path. And the results show it. As ex-Giants and Jets coach, Bill Parcells, used to say: “You are what your record says you are.”

If your copy is vague and unspecific and filled with generalities, shallow promises, transparent boasts, and unproven claims, is it any wonder that such copy didn’t produce the desired results?

Here, instead, are some of the techniques that will boost credibility each and every time:

Use specifics — Every selling point should be upheld by a specific proof element. If that element is absent, pose the following simple two-word question to yourself: “For example?” Then proceed to cite that example as proof of your claim. Proof is essential to credible copy.

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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