1. Quickly Build Rapport

An arm reaching through a computer screen to shake hands with its user to show trust and rapport

To gain a viewer’s trust, your content must be engaging and have something to offer. As always, you must know your audience and how to talk to them.

Good copywriters, content marketers, and digital marketers do their homework in terms of research, using an analytics tool, and interacting with customers in the digital space.

Effective and engaging copy speaks directly to the customer, using the word YOU.

Because you are number 1.

This minor, but major move of directly addressing the customer in the second person makes it a conversation between you and the potential buyer. This will prime the customer to being open to persuasion…

Once you can have open conversations with your potential buyers, building an email list, creating an exclusive facebook group, or a remarketing strategy can be employed to keep and retain customers after they have committed.

2. The Art of Subtlety

A puppet on strings being controlled by a master.

People do NOT want to feel like they’re being sold to.

I repeat.

People do NOT want to feel like they’re being sold to.

People want to feel like they’re being given value.

In 2020, the customer is more empowered than ever. In many many ways. Everyone has the internet at their fingertips and have many ways of checking your claims. Think you can fool all the customers all the time?

Think again.

Customers have access to blogs, Yelp reviews, Amazon reviews, Google reviews, and summon the search bar to fact-check everything. People can sense foul play from far away.

So avoid hyped-up, exaggerated, overly enthusiastic claims such as “worlds greatest” and the “best ever” to make your copy more down-to-earth and digestible. Your audience will thank you later.

3. Use Power-words

Two standing escalators showing how you can power through one area to another.

I said it earlier! Customers do not want to be sold to, but rather given value to make their life easier.

You don’t want to engage your customer in a friendly conversation and suddenly say “buy this now” without first offering something of value to the consumer first.

You have to “warm” your leads to build trust before they will take action. People make this much harder than it needs to be. It is based on respect and rather, (not so) common sense of forming a bond.

The final sale should be smooth, without a doubt in the customer’s mind: the money should be leaving their hand like an invisible magnet is pulling it.

Words such as guarantee, proven, distinguished, simplistic, promise, security.. these words communicate VALUE to the consumer and not the act of selling. Copywriting essentially is turning words into cash and selling without selling, in a way.

Copywriting is not the pushy door-to-door selling techniques that sales commonly teaches us. Copywriting is much more covert and is more relationship marketing based on subtlety.

4. Empower Your Readers

A golden block among unlit bloks shows the power of being empowered, or chosen.

Provide information that offers value to your customers with a clear call-to-action (CTA). Always provide valuable, enlightening information and be transparent with your audience. Relationships are built on trust and being informative, clear, and reliable is the way to forging returning relationships.

The customers have access to all the information in the world these days with the internet.

So have a conversation with the consumer with an open mind and build relationships based on trust and value. Since customers nowadays have many options (sometimes too many), you have to stand out and people will remember you based on how you treated them.

If you’ve done your job correctly, the customer will return to you because of your relationship.

This is the time to put your (marketing) ego aside and provide value.

Copywriting, content marketing, and digital marketing is not about you; it’s about the customer first and their wants, needs, and desires.

What can you do to satisfy your customers?

5. Use Statistics and Data

The 100% sign shows everything is okay to reassure customers.

Customers buy on the basis of emotion, and later justify these purchases with logic later on.

When someone buys a luxury couch, they are not buying it because they need to sit down.

It is rather a sophisticated image of high class and the feeling of being rich. The customer is envisioning high class, champagne, and being able to say “that’s mine.”

This may feel exaggerated, point being the customer will begin to justify this purchase after the fact.

This is why numbers must be presented to PROVE VALUE.

Did you know that on average, only 20% of readers will read your webpage?

This is due to the bombardment of information, once again.

Customers form trust when something is quantifiable, with data and evidence presented.

Which one is more appealing to you?

  1. There’s a good chance you’ve been exposed to this food ingredient recently.
  2. There’s an 85% chance you’ve been exposed to this food ingredient in the past 24 hours.

The second one is much more descriptive and gives you vivid imagery of what this ingredient could be… and what it could do to you.

It compels you to read more…

6. Never Underestimate Your Customers

Two people looking at each other sharing knowledge and ideas.

Finally, we live in a time where everyone is skeptical because of the bombarnmet of information in our ears.

Everyone is pushing something down our throat.

Look at all the so called experts, entrepreneurs, and gurus on YouTube and the rest of the internet.

It gets annoying after a while.

So why not be genuine and offer value without trying to get something for nothing? Treat people how they want to be treated and not like another number out of the lottery.

See where this takes you 🙂

And remember to have fun in the process.

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