How To: Use Marketing Writing to Build Trust with Prospects that are Complete Strangers

The internet is full of complete strangers trying to sell things to other complete strangers.

If you’ve spent any time on the internet during the past decade, you’ve probably come across some of these “stranger” salesmen. Some of the tactics they use on their webpages may look corny, obnoxious, or both. You may sit there, examining the page from top to bottom, and say to yourself “There’s no way this works. There’s not anyone who actually buys from this person…is there?”

Guess what? Those tactics do work, because there are people that buy from them. Lots of them. And although I believe in a different, more toned-down approach than the size 87 font and bright red text that is heavily used on those pages, there are still things to be learned from them – such as how to use marketing writing to build trust with prospects that are complete strangers.

Keep reading, and you’ll find out how.

Identify and Connect with Your Visitors to Build Trust

Today, people are so aware of websites ripping them off or delivering less than what is promised that their scam-shields are on red alert.

They have what is called prospect fear. In other words, they don’t trust you.

This can happen for a number of reasons. Either they think your solution isn’t for them, or it doesn’t work, or your marketing writing doesn’t come off to them the right way, and so and so on and so on.

But there is something you can do in your marketing writing to eliminate that prospect fear and get complete strangers to buy from you, too.

It’s called building trust, and you can do it by identifying and connecting with your visitors. This is how…

How To Relate: Use the Internet in Your Visitors’ Shoes

In order to build trust, you must relate to what your prospect is feeling and show them that you, too, are a rational human being who thinks logically before they decide to buy something – just like they do. Speak to them like you’re having a conversation. To do that, it means doing this in your marketing writing:

• Identify and connect with their “pain”
  
• Address objections and/or questions
• Show proof that what you’re offering works

Right now, some of you are probably saying “hang on a second, how do you do all (or any) of that in your marketing writing?” Glad you asked, because here’s how:

1. Identifying with their pain – Think of the ideal prospect for what you’re offering, then think of what “pain” they have that has driven them to seek out your product or service as the solution to their pain. What problems do you solve? The answer to that question will lead to the source of their pain. Then use that pain source to show them that you know what they are going through, and what they are feeling. In your marketing writing, describe the situation causing the pain back to them so they know you know your stuff – and that you can help. This is when you present your solution to their pain.
2. Address objections or questions: After you show them that you know what they’re going through by identifying with their pain, and after you present your solution, take a second to think about the objections or questions that any rational person may have about your solution. Maybe they have questions about if this will work for them, methodology (what’s different about your approach, and how it works), or price, or your refund policy. Whatever those objections may possibly be, present them and answer them ahead of time, because this will let your prospects know that you think like they do – and that builds trust.
3. Proof: Nothing in your marketing writing will build more trust than proof. This is the time to use your testimonials, case study results, and 3rd party reviews. Show readers that your solution has worked for other people in the same situation that they are in. When using the testimonials you’ve received, (by the way: 100% real testimonials ONLY. Hope this goes without saying.) describe the situation under which your solution worked.

Build Trust by Relating and Proving

Remember earlier in this post when I said that people have their scam-shields on red alert in today’s internet age? Proof from other people that your solution works is the #1 way to disarm those scam-shields and build trust with your prospects. Use proof with your ability to relate to prospect pain and answer objections, and prospects will trust you after reading your marketing writing.

How do you build prospect trust with your marketing writing? Questions? Comments? Tell us in the box below.

For more information about effective marketing writing, visit our website at www.elitebusinesswriting.com.