Copywriting Secrets That Actually Get Your Prospects To Trust You

Recently, I received an email from one of my copywriting newsletter subscribers who asked:

How do you make the buyer trust you? And it's a great question.

After all, these days we're all more skeptical than ever. With some of the largest companies in the world fobbing the figures (Enron), and politicians lying to us (Bill Clinton) we're hesitant to trust anybody. Least of all an advertisement, or direct mail copywriting letter from somebody we don't know.

So what's the answer?

Well, one of my favourite authors is a guy by the name of John Grisham. You have probably heard of him yourself, or at least seen one of the films: The Client, The Firm or The Pelican Brief. My favourite book to date is The Partner... a fascinating book which keeps you on the edge of your seat.

Anyway, what does all this have to do with trust?

The majority, if not all the books by Grisham are about the legal profession. And as I have read them, one of the things which has become clear is:

Being A Copywriter Has Similarities To Being A Legal Professional.

Let me explain: If you are trying to win a case as a lawyer, you need to prove why your client is innocent. You need to do your research. You need to get witnesses to validate everything which works in the favour of your client.

And copywriting is no different.

You need to do extensive research before you put pen to paper - the same as you need to do extensive research before you walk into the courtroom.

For instance, imagine you are writing a letter to prove why you should buy vitamin C.

Your first step, should be to do your research. For instance, did you know:

A study was published in the Canadian Medical Association Journal of Sept. 23 1972. Over 102 days (3.4 months) in winter, 407 25-year old Canadians took 1 gram a day. Plus 3 grams a day during the first 3 days of any illness. And identical group on taste- and look-alike dummy pills had 40% more people seeking medical help (56 vs. 40), 58% more doctor visits (94 vs. 60).

According to these non-refuted results, 1 gram a day of Vitamin C with an increase during illness would change the face of everyday medical practice.

Now does that little piece of research not make you believe me more than if I simply stated: you should eat vitamin C because itĄŻs good for you?

If you added more facts to this one, testimonials and endorsements from a few doctorsĄ­ do you think your customer would begin to trust your judgement? Of course they would.

All for now.

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Scott Bywater is a professional direct mail copywriter who actually knows the secrets to getting new customers. Get hold of his special report "7 ways to increase your turnover in 60 days" by visiting www.copywritingthatsells.com.au