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You WON'T Make BIG MONEY Until You Understand This... Even If You're Providing Value

edgefinder

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Thank you for the Thread - I do like the idea of certainty - for me, it takes trust to another level where I feel more happy with the service/product.
 

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Black_Dragon43

Black_Dragon43

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Thank you for the Thread - I do like the idea of certainty - for me, it takes trust to another level where I feel more happy with the service/product.
I agree with that - the feeling of certainty is definitely a powerful motivator. The way I see it though it is something that is built on the foundation of trust - it all starts there!
 
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Black_Dragon43

Black_Dragon43

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NEXT UP: How To Grow Your Sales By Writing Copy That Builds Trust

I'll make no secret out of this - copywriting is the secret sauce of selling anything to anyone online. Wanna make big bucks? You've heard it before... learn to write copy!

In fact, my marketing agency still holds "copywriting" as part of our name, even though we've long evolved from the days when we provided just copywriting services. And it's not just a branding thing...

It's much more than that. It demonstrates the importance of copywriting. In fact, I'd go as far as saying that it is the centerpiece of everything else we do because nothing works without the persuasive written word. Business is 80% about sales.

And yet... there's a BIG PROBLEM...

Most copywriting techniques you learn about out there often have the opposite effect of building trust - they destroy it.

Why?


Mostly because many of the principles you learn have been used by scammers and other online con-artists. They now function as a warning signal to many of the more sophisticated buyers out there.

Make no mistake, the copywriting tactics you learned may be effective at persuading, so long as there is trust. But if there is no trust, they will not be of any help.

So now that you know how to structure your funnels to BUILD TRUST, I'm going to show you how to add the meat to the bones by writing copy that BUILDS TRUST instead of destryoing it... This is the next step when it comes to writing your own paycheck... Putting the structure (your funnel) together with the content (the copy) will produce the WINNING RESULTS you're looking for.

So let's start...

Internet Markety Salesy Type Of Copy Destroys Trust As More Buyers Become Aware Of The Tactics...

Stuff like...

"I've worked with HUNDREDS of clients coaching them to reach the pinnacles of success"

"My clients have seen their lives transformed in under 2 months of working with me - and you can get the same results!"

"LIMITED TIME OFFER - Grab This Free + Shipping offer Today Before It's Gone!"

"Hurry! This Offer Won't Last Long!"

"The Body Of Your Dreams Can Be Yours In 1 Month Or Less With THIS SYSTEM!"

Etc.

This stuff is trying too hard. If you really have something valuable, there is no need to be so pushy.

If you've read Dr. Cialdini's Influence you know that the way to overcome most weapons of influence, when they're used against you, is by becoming aware that they're used AS MANIPULATIONS, to trigger your instinctual reactions in favor of the manipulator.

So if you give ONLY with the intent of taking, it's not gonna work... buyers will pick up on it.

How fast this will happen depends on your niche. One thing is for sure - if you're writing copy for marketers or entrepreneurs though, you BETTER be aware of this, because they will instantly pick up on it.

So here's the problem...

How Can We Market To Buyers Who Will Interpret The Weapons Of Influence As Manipulation?

Reciprocity...

Commitment/Consistency...

Social Proof...

Liking...

Authority...

Scarcity...


All these STOP working the moment they're interpreted as manipulations.

And yet... these are the backbone of all the copywriting that we have been taught. They are the backbone of persuasion... So what are we to do?

In order to find a solution, we have to go back...

Back to the foundations...

And we must ask...

What Is Copywriting?

Think about it...

What is it?

What is the essence of it?

Salesmanship in print.

And salesmanship is about bringing buyer and seller together... and closing the transaction.

And now we understand that the FOUNDATION for closing the transaction is TRUST.

In fact, we now know that TRUST comes BEFORE some can be fully persuaded. It is what makes persuasion possible.

So that's the secret...

#1 Write Copy To Build Trust First, And Only Secondly To Persuade

Armed with this principle, we can come up with another series of axioms that will help us focus on building trust first, and secondly on persuading.

We won't throw away all the other copywriting tactics that we have learned... no no, they are SUPER effective when it comes to PERSUASION, but we must BUILD TRUST first.

So this is just about ADDING to your copywriting arsenal...

So...

Ask yourself...

What destroys trust the most?

I think most of us would say it's dishonesty. When someone is dishonest with us, that's when we start losing trust in them.

So...

#2 Avoid Being Dishonest Or Using Dishonest Tactics

Especially if you find yourself in a TOUGH market where people interpret the principles of influence as manipulation almost by default... well then, you must say goodbye to any tactic that is deceptive.

Don't write limited time discount unless it really is limited time.

Don't write only 3 seats left, unless there really are only 3 seats left.

Don't put a FREE + SHIPPING offer and charge more than you actually pay for shipping. Add an image with your shipping costs.

Don't say you've worked with hundreds of clients, when you've worked only with 10.

Don't say people can achieve X results in Y time, unless that really is true.

It's that simple.

B
E

H
O
N
E
S
T


People prefer to work with honest people even if they seem less capable than with super capable people who seem dishonest.

There's also something else which is related to dishonesty which destroys trust. And that is lack of transparency. When you feel someone isn't transparent, you feel they're hiding something.

#3 Be As Transparent As Possible & Be Upfront About The Difficulties

This is closely related to number #2 above, but slightly different.

You must be transparent - you must use your copy to explain everything about your offer in crystal clear detail.

Don't say X and then delivery Y - that would be being dishonest. And don't leave out the not so good stuff - that would be lacking in transparency.

"Buuuuuuut... if I'm honest about the difficulties, nobody will buy shit from me!" you say...

FALSE.

Here's a story for you...

I remember back when I was selling some used furniture. I had this moldy wardrobe. And a couple had come to buy a small cupboard. When they arrived, they asked me if I have anything else for sale, since they were just moving in together.

I mentioned a few other pieces of furniture, and then I said... "I also have this wardrobe, but you DEFINITELY don't want it. It would be quite expensive, and it's also moldy"

As soon as I said that, they immediately said "We want to see it. Show it to us"

And to cut the story short, they had a look, they said they can clean or replace the moldy back, and they will take it. At my full price - which was like at a 10% discount from what I paid for it a few years back when I had gotten it brand new.

I never wanted to sell that wardrobe. I intended to give it away. But transparency built trust very quickly, and I closed the deal, even though I had no hopes of doing so.

Which brings us to...

#4 Don't Try Too Hard...

It's good to treat writing copy or salesmanship as a game sometimes... if you don't take it so seriously, you'll close more sales than if you're sitting there, all tight to close as many sales as possible...

Trying too hard destroys trust becuase it is a sign of insecurity. And insecurity means that you don't trust in the value that you have to offer. So if you don't trust in it, why should anyone else trust by flipping out their wallet and handing you the dough?

First you have to show that you trust in your own value. If someone doesn't want what you have to offer, it is THEIR LOSS, not yours. So don't beg them in your copy to buy. Don't make it seem like you're trying too hard.

You have to be careful because this is a mindset thing. And if you have this mindset, then it will show in your copy, trust me.

So remember: don't try too hard to close the sale!

And then there's the big one that will help you the most in the long run...

#5 Be Consistent In Your Copy & Messaging - Build A Reputation/Brand

I posted this before, but it's relevant. Just look at it:


It's breaking all the rules above apart from #5, and yet it's selling. #5 is why, and it's the BEST THING you can do for the long run.

And copywriting will help you, but you have to be consistent in your messaging across all different channels.

If your email copy sounds different and has a different message to communicate to your landing page copy, that's not good. I've seen countless of examples where people were too lazy to make sure there is a fit between their copy across different materials... and guess what, they were losing THOUSANDS in revenue.

So be consistent. If you're the guy who helps people solve X problem, then brand yourself that way. And then consistently apply that to all your messaging across all your marketing channels. Over time, you will build a brand, and your brand will help be the STOREHOUSE of trust that will carry you through in the marketplace.

THIS is what will help you stand head and shoulders above the competition and rake the money while they can't figure out what's going on...

This post is already very long... and there's a lot of other stuff to be said about building a reputation and a brand... and that's for the next post. If there will be a next post...

Because here's the thing. I'm only interested in posting this stuff if you guys find it useful and of high value on your journeys to financial independence and wealth.

So if you want to find out more about building a reputation in the next post from me, and how that relates to building trust, then LIKE this post and let me know that this stuff is helpful to you! Your feedback is super important and means a lot to me.

I love teaching others the same principles that have brought me to the GOLD, and it is always super encouraging to have your support!
 

Xeon

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Because here's the thing. I'm only interested in posting this stuff if you guys find it useful and of high value on your journeys to financial independence and wealth.

So if you want to find out more about building a reputation in the next post from me, and how that relates to building trust, then LIKE this post and let me know that this stuff is helpful to you! Your feedback is super important and means a lot to me.
Yes, please continue. I would love to hear your thoughts on building a reputation.

One question : let's say I'm selling something that doesn't cost much, such as my own brand of herbs / spices / soaps. Let's assume the product costs $14 each and my company is one that no one has heard of (no social proof, no reviews, no trust, no testimonials, pathetic social media followers etc.)

In such a case, to build trust, my lead magnet would likely be something like a discount code which I offer to first-time buyers. With regards to the amount of discount, in your opinion, psychologically, will a 25% off a $14 product VS 50% off a $14 would have any significant difference to buyers who have zero trust in me?

Thanks for all your posts. :)
 
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Black_Dragon43

Black_Dragon43

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One question : let's say I'm selling something that doesn't cost much, such as my own brand of herbs / spices / soaps. Let's assume the product costs $14 each and my company is one that no one has heard of (no social proof, no reviews, no trust, no testimonials, pathetic social media followers etc.)

In such a case, to build trust, my lead magnet would likely be something like a discount code which I offer to first-time buyers. With regards to the amount of discount, in your opinion, psychologically, will a 25% off a $14 product VS 50% off a $14 would have any significant difference to buyers who have zero trust in me?
Instead of a discount for the soaps, why don't you do something like buy one, get one free? That's effectively a 50% discount, and it's a better deal since they can gift one of those soaps to a friend.

Or you can try to give a free sample in exchange for a review/testimonial. That way you can quickly stack up 5-15 testimonials.

If you really want to give a discount, I would make it such that the product costs $9 (or even $9.99 if you're greedy) when discounted, if at all possible (round about a 35% discount). Being in the single digits will really minimize the risk in their mind.

These are some ideas for you to try, it is impossible to say which will work best without testing it. It also depends on your particular niche that you're aiming these products at. Are you aiming at wealthy people? Poor people? What sort of problems/needs do they have that your product will take care of? Answering these questions can also help indicate which strategy may be best.

Anyway, I think your strategy when you're starting out should be to do whatever it takes to get those initial testimonials, reviews and social proof. That will help you build trust with your customers and will make future sales much easier. The first sale is always the hardest :)

Hope this helps @Xeon
 

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