Know Like Trust Factor

Authentic Branding

Salesy Copy Is Out, Authentic Branding Is In

Ever see an ad that makes you raise your eyebrows a bit?

You’re far from alone in that. In fact, today’s consumers are inundated with salesy marketing campaigns in every facet of their lives. You can’t open your email, social media accounts, watch a video, or even drive down the street without some type of marketing coming into your peripheral. 

If something seems suspicious, the facts don’t really matter anymore. That potential customer is already lost and may forever affiliate that brand in a negative connotation.

This is why it’s time to ditch the salesy copy. Instead, focus your marketing efforts on authentic branding that will comfort your audience and help them remember you.

So how do you make your marketing stand out for the right reasons?

You need credibility to show that your brand messaging is authentic. 

Otherwise, you’re just another fish in a pond of baseless sales tactics.

What is Authentic Branding?

Simply put, authentic branding and marketing is when you prioritize building your know/like/trust (KLT) factors with your audience over sales. It feels like you want to develop a relationship rather than a transaction. 

Remember the phrase, people do business with people they know, like, and trust. This mindset is the starting point to create an authentic brand. 

4 Tips To Ditch The Salesy Copy For Authentic Transparency

Getting the right message across isn’t as tricky as it seems. Sometimes all it takes is reevaluating your business’s mission and values. 

Don’t have time or the confidence to write your own brand messaging? Leave it to the pros at FocusCopy. Schedule your discovery call with us today.

1. Keep Your Authentic Voice Consistent In Your Brand Messaging

Have you defined your brand voice?

If not, then it’s time to discover, document, and implement your business’s authentic voice.

Your business’s brand voice speaks to your target market. Furthermore, a consistent brand voice builds credibility and helps your audience feel comfortable with your brand. 

On the other hand, an inconsistent brand voice can wreak havoc on your business’s marketing.

A few questions to ask yourself when honing in on your brand voice include:

  • How do you want people to feel about your brand?
  • What voice, tone, and words do you absolutely want to avoid affiliating with your brand?
  • Who is your ideal customer and audience?

FocusCopy has a whole workshop we go over with new clients. Sometimes, the questions are a little surprising – like which movie characters you relate to, how your friends describe you, and so much more. But I promise, there’s a method to the madness. Each question gets us closer to defining a business’s voice for the most effective brand messaging. 

Once you identify your brand voice, use it genuinely, consistently, and transparently. Moreover, don’t be afraid to show the highs and the lows. People relate to real life problems, it doesn’t need to be all sunshine and daisies. 

Additionally, if you make claims – back them up! Backlinking to reputable sources not only builds your own credibility, but can also improve your SEO efforts. (Psst…backlink to your own blogs and web pages, too!)

2. Show Your People, Products & Services With Authentic Photos – Not Stock

Sure, stock photos are great when you’re in a pinch. However, you may want to keep them in the last resort file.

This case study on Harrington Movers in New Jersey shows just how powerful authentic photos can be. When they decided to do away with the happy couple stock photo and get real, the results spoke for themselves.

In fact, they ran an A/B test with 2 new, yet authentic, photos. The first is a simple photo of their moving truck. The second is a photo of their actual team of movers in front of a moving truck. With both of the newer, authentic photos, Harrington Movers saw over a 45% increase in quote requests than with the stock photo.

Overall, marketing is a science. It’s why we love A/B tests! However, it’s important to not lose the human element. You can chase all the analytics and statistics, but you need to always remember that a real living person full of emotions and personal experiences is on the receiving end. 

On another note, make sure your photos are true! Have you been introduced to a new skincare product complete with before and after pictures? But when you look at the photos, you realize the person in the “before” is raising their eyebrows to create forehead wrinkles. The lighting is different in both photos and you realize that if this is the best they can do – it’s not a worthy investment. 

Investing in a brand photo shoot was one of my favorite marketing projects for FocusCopy. I now have a plethora of images that I own and use for featured images in blogs, newsletters, website copy, and more. Plus, it was fun! The trick is to hire a great photographer that makes you feel comfortable and that you trust (meet our favorite photographer).

3. Keep Your Marketing As Genuine As Can Be

On the same thread of using genuine and honest photos, your copy should follow suit. In other words, practice what you preach.

For instance, there’s been a lot of talk around the lack of regulations in the U.S.’s skincare and cosmetics industries. The facts can be quite shocking. Unsurprisingly, a lot of companies have jumped on the bandwagon to promote non-toxic products. However, are the people pushing these products concerned about all the toxins in their lives? 

If not, how can you be sure they even care and that their products are as safe as they claim?

People in this particular niche industry can show their genuine care and interest by showing that they take the same approach to other parts of their lives. As an example, they may show that they use effective yet non-toxic household cleaners or are making an effort to replace plastic containers with glass. 

The gist here is no matter your industry, your marketing will be most effective when it is genuine. 

Do you know what you want to say but not sure how to say it? Writing is the most cumbersome task in marketing campaigns and FocusCopy will work with you to define your brand voice for the most effective messaging. Schedule a discovery call today to learn more!

4. Grow An Organic Following (AKA Don’t Pay For Followers Or Engagement)

Social media brings us into each other’s lives like never before. Whether you keep a crisp profile that only shows the positives or get into the nitty gritty behind the scenes real life chaos, it’s amazing what people want to see!

It’s called social proof. And if done right, it can tremendously increase your brand’s reach. 

Having trouble getting started? Challenge yourself to show up on social media for a month straight. Yes, every day of an entire calendar month. I promise it’s not hard. Plus, you can have fun with it!

Been wanting to show off your dance or lip syncing skills? There’s no time like the present to pick a trending TikTok audio clip and go for it. 

However, make sure to keep the content focused on your target audience. 

Moreover, ask customers to send you or tag your company’s social media in their own photos using your product or service! There’s nothing like seeing real people enjoying what your business offers to instill social proof.

FocusCopy Writes Authentic Copy For Brands Worth Boosting

While writing comes easy to some, we’ve found the majority of people view it as their most cumbersome task. However, simple and direct communication is also very often the most persuasive and effective marketing tool. 

Whether you simply don’t like to write or don’t have time to write, it still needs to get done. FocusCopy allows business owners like you to focus on running and growing your business while we handle the copy. 

Ready to learn more about what FocusCopy can do for your business (and stress level)? Schedule your discovery call today!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Authentic Branding
Authentic Branding
Persuasion Principles To Write Converting Copy

How To Use Persuasion Principles To Write Converting Copy

There is a lot noise in the world. 

And it can be deafening. 

That’s why you as a business owner need to be more persuasive and more engaging in your conversations with your target audience to rise above the noise. 

How do you go about doing that? 

You use persuasion principles to write converting copy

What Are The Persuasion Principles?

Robert B. Cialdini, author of Influence: The Psychology of Persuasion, developed these persuasion strategies to influence people to do, think, or say certain things. They’re easy strategies to use in your business writing that help customers understand exactly how valuable your services are. With the right persuasion tactics, you can give your potential leads clear vision for how you can improve their lives. 

Before you get into a mindset of persuasion is simply manipulation, I want to reframe that thought. 

With your copy, I don’t want you to force anyone or manipulate anyone to purchase your offering if it isn’t solving a real problem (whatever that problem will be). For example, we offer copywriting services. However, if a person is dead set on not producing any copy (for whatever reason), I am not going to manipulate or force them into something they are not interested in. That’s sleazy and is not the intent of this article. Instead, we’re just using these principles to frame your work in the best possible light.

Reciprocity

Reciprocity is one of my favorite persuasion principles. Maybe it’s my people-pleasing tendencies, but I love giving something back if someone has given me something. Reciprocity is “a relation of mutual dependence or action or influence” (WordHippo).

BNI is a referral networking organization that exemplifies this persuasion principle really well. They rely on the principle of “Giver’s Gain”. In other words, if I give you referrals, I will receive referrals in return. In my personal experience with BNI, this rings true every single time I pass qualified referrals to another member. 

Commitment & Consistency

This may top reciprocity as my favorite principle. From an early age, I remember being frustrated when people would say “yes” and then say “no” when a better option came along. As a result, I developed a mentality that my “yeses” will be 100%. There is no turning back. No returns or takebacks. When you commit and remain consistent, you build credibility with the other party. 

In simple terms, this is best displayed when you make your vows to your spouse to love them through sickness and health. But it could also show in your public pursuit of a conspiracy theory (even if the evidence stacks against it). 

Social Proof

Social proof might sound like a foreign concept, but we all know it by a more familiar term – peer pressure. When you employ social proof in your writing, you’re using the age old tactic of “C’mon! Everyone else is doing it!” 

While we’ve all heard we shouldn’t jump off a cliff (even if all our friends are doing it), social proof is surprisingly effective. 

Likability

You know what they say… It’s critical to build your know, like, and trust factor with your audience. And that’s because people buy from people they know, like, and trust. 

Recently, I talked with a salesperson who retired from a company after 30 years. His clients stuck with him over decades not because he had the best product or even the best price. It was because if there was ever an issue or if they ever had a question, they could pick up the phone and talk with my friend. 

 After my friend retired, the company’s relationship with the client strayed. It got to a point where the client called my friend directly to help solve the problem. Turns out, the new salesmen at the company approached the relationship as a transactional one. 

If you can, approach every client relationship (prospective or otherwise) with a relational perspective. Be likable. Get to know them. Build a friendship. 

Authority

Let’s say you don’t have a likable personality, don’t have social proof, don’t want to give back, and lack consistency. Even then, we have a persuasion principle for you!

Establishing authority is a great persuasion tool for all business models. Even if your business was founded this year, you have one employee on staff, and you’ve never made a large sale, you can still establish your authority in your industry. It might not be easy, but it’s possible!

It’s like resume building right out of college. You’re not going to lie, but you’re going to focus on your business’s strengths.

Scarcity

We’ve all done it. We’ve all been at a super sale of our favorite stores and bought something we shouldn’t have. What drove each of us to temporarily go insane and ignore our carefully constructed budgets? Was it the “Don’t miss out! This sale is ending soonsigns that elevated your heart rate? Perhaps seeing that thing you wanted so badly sitting on an empty shelf put you in a panic. 

We’ve all bought into the idea of scarcity. The thought might have crossed your mind that if you didn’t grab it right that second, you might never find such a good deal again. Finding a way to frame your own products or services in this mindset will create an urgency for clients to take action and will ultimately close deals.

Persuasion Principles Applied In Copywriting 

So now that you know about the persuasion principles, how do you actually go about applying them in your copywriting? 

Reciprocity in Copywriting

“So, what’s it in for me?”

Buyers today expect to receive something in return for their business. It isn’t a case of giving payment and receiving what you asked for anymore. You, as a business, must do more. Think, “How can I reward loyal customers? How can I show clients that our partnership will be mutually beneficial?” 

The easiest way to do this is to create some sort of high-value offer like a guide, template, or cheatsheet. Something that your audience will find valuable without requiring even more from them. 

For example, we created a bunch of resources over the last year. One, in particular, has been really effective for us in giving value away for free. It’s our How To Answer The 6 Most Important Questions On Your Home Page Guide. If you look further down this page, you’ll find what you can discover inside the guide without having to fill out your contact information. 

Download this free guide here.

Here are a couple more ideas for how to write out this reciprocity principle. 

Ashlyn Writes
Jenna Kutcher
ClickUp
Persuasion Principles To Write Converting Copy
PandaDoc
Amy Porterfield

Commitment & Consistency in Copywriting

At FocusCopy, we exist to build up and support female entrepreneurs. Now, we don’t exclusively work with female entrepreneurs; however, we want to find opportunities to help those women, create custom offerings to grow their businesses, and generally cheer them on as they grow their ventures. 

We are committed to our mission, and we make that commitment known in our writing. If you read any of our blogs or even just peruse our website, this mission is consistently visible. Make your commitments known to your audience!

You can demonstrate your consistency through helpful statistics. Do you know how much money you save your clients in the long term? Do you have 100% customer satisfaction? If there is solid evidence that your business can achieve a consistent result, let your customers know. 

Amy Porterfield

Social Proof in Copywriting

No one likes to feel like an outsider – especially when being an insider has so many benefits! Call out all the ways your potential customers would “miss out” if they didn’t decide to work with you or buy your product. More importantly, highlight all the benefits that are waiting for them if they decide to say yes. 

Show off glowing reviews from favorite past customers, highlight impressive brands you’ve worked with, and lean on the tangible data that proves just how good you are at solving your customers’ problems. Social proof is all about making a customer wish they had worked with you sooner. 

Savvy Chic Design
Keap
AWAI

Likability in Copywriting

You can be more likable in your writing by being more personal and vulnerable. The About Page on your website is an awesome place to tell your story and build connections with potential customers. But you can be personal in any and all of your business copy. 

If you’re worried this might make your copy seem unprofessional or too touchy-feely, try looking at it another way. You’re just a human being talking to another human being. You want to help solve your customers’ problems and make their lives easier. Being professional does not mean acting like a corporate robot, so don’t be afraid to show a little bit of who you are in your writing.

ClickUp

Authority in Copywriting

If you have credentials – whether those are awards, certifications, etc. – list those. For example, you may boast that you’ve worked with over 75 brands across 4 countries, are endorsed by some hotshot celebrity, or have completed your Ph.D. Maybe your product is super high quality and blows your competition out of the water in every demo. Before you start writing, create an outline that puts your greatest strengths front and center.

Keap
Hubspot
ClickUp

Scarcity in Copywriting

When you put pressure on your target audience through limited time offers, deadlines, or limited availability, you increase the value of your products or services in the minds of your customers. That’s why we saw a shortage of toilet paper at the beginning of the COVID pandemic. People thought they wouldn’t be able to get toilet paper, so they cleared the shelves of every grocery store. 

If you’re selling services, you only have a finite amount of your time to sell. Remind your customers that your time is limited and valuable. 

Learn How We Persuade Your Potential Clients

If you don’t have time or struggle to write your own copy, we’re here to help. Whether you need a persuasive website, newsletter, or blog, we can turn your copy into a powerful sales tool for your business.

Contact us today for a free discovery call and get back to running your business.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words