Gaining credibility and not losing it
Posted: Sun Dec 15, 2024 7:07 am
Only for those who know that it goes without saying that they are the best
I'm sure that on more than one occasion you have come across a website that said:
· We are leaders in the X sector
· We are the best in X
· Recognized experts in X
· We have the best prices
· The best technology
· Etc.
Has this ever happened to you? That's what I'm going to talk to you about today.
What drives companies to say they are the best or leaders in their sector?
In many cases there is a great deal of truth behind these hong kong phone number data statements. I am not saying that they are the leaders in their sector, but they are almost always companies with great experience, and that do good work or have good products.
And the way they express that is with these statements.
It is just that, an attempt to convey their experience and good work to generate trust in customers.
This doesn't usually work for three reasons:
1) Customers cannot easily verify that it is true
2) Surely the competition of those businesses says exactly the same thing
3) And it is actually a statement that is not related to the customers' problem
Look at the following example:
Generic copy example:
Quality mattresses. We are leaders in sleep equipment, mattresses, bed bases, pillows, etc. You will always find the best prices, quality and guaranteed rest.
What's wrong with that text? Does it seem false to you?
Well, to start with I just made it up, it's false, yes, and yet if I search on Google:
· We are leaders in rest equipment, mattresses, bed bases
I get quite a few results, and one of the first pages I find has this text inside:
Real example of a website:
«When it comes to rest, Pikolin, Bultex, Sema, Pardo… we are world leaders in mattress manufacturing, with the best technology on the market, and with proven experience»
I mean, I just made up a generic, fake text at random, and there's a company using a very similar version? How credible can that be?
So how can we craft a credible message that conveys our experience?
The most common thing is to think about your target customer (you can't please everyone and still be credible) and create a message focused on that type of customer.
For example, imagine that it is true that you have the cheapest prices, then your target customer is someone who is looking after their money, right? They don't want to spend a lot and want their investment to last, in that case you can say something like:
Copy example for the client's real need
We make affordable mattresses that really last like new for 10 years. Because even though everyone gives you that guarantee, the reality is that the last 3 years the mattress is ready to be thrown away, even if you don't recognize it because of the money you spent. That won't happen to you with our mattresses. Find out why here.
This text may seem more or less persuasive, but it focuses on the customer's need, and distinguishes the product from the rest. It goes without saying that we are the best if what we do is exactly what the customer is interested in.
It is also a text that generates curiosity, that leaves the reader wanting more. That is another thing you must do. If you put in a generic text, you do not generate curiosity, the reader loses interest and leaves.
You can find more copywriting tips by subscribing to our weekly newsletter using the form below.
I'm sure that on more than one occasion you have come across a website that said:
· We are leaders in the X sector
· We are the best in X
· Recognized experts in X
· We have the best prices
· The best technology
· Etc.
Has this ever happened to you? That's what I'm going to talk to you about today.
What drives companies to say they are the best or leaders in their sector?
In many cases there is a great deal of truth behind these hong kong phone number data statements. I am not saying that they are the leaders in their sector, but they are almost always companies with great experience, and that do good work or have good products.
And the way they express that is with these statements.
It is just that, an attempt to convey their experience and good work to generate trust in customers.
This doesn't usually work for three reasons:
1) Customers cannot easily verify that it is true
2) Surely the competition of those businesses says exactly the same thing
3) And it is actually a statement that is not related to the customers' problem
Look at the following example:
Generic copy example:
Quality mattresses. We are leaders in sleep equipment, mattresses, bed bases, pillows, etc. You will always find the best prices, quality and guaranteed rest.
What's wrong with that text? Does it seem false to you?
Well, to start with I just made it up, it's false, yes, and yet if I search on Google:
· We are leaders in rest equipment, mattresses, bed bases
I get quite a few results, and one of the first pages I find has this text inside:
Real example of a website:
«When it comes to rest, Pikolin, Bultex, Sema, Pardo… we are world leaders in mattress manufacturing, with the best technology on the market, and with proven experience»
I mean, I just made up a generic, fake text at random, and there's a company using a very similar version? How credible can that be?
So how can we craft a credible message that conveys our experience?
The most common thing is to think about your target customer (you can't please everyone and still be credible) and create a message focused on that type of customer.
For example, imagine that it is true that you have the cheapest prices, then your target customer is someone who is looking after their money, right? They don't want to spend a lot and want their investment to last, in that case you can say something like:
Copy example for the client's real need
We make affordable mattresses that really last like new for 10 years. Because even though everyone gives you that guarantee, the reality is that the last 3 years the mattress is ready to be thrown away, even if you don't recognize it because of the money you spent. That won't happen to you with our mattresses. Find out why here.
This text may seem more or less persuasive, but it focuses on the customer's need, and distinguishes the product from the rest. It goes without saying that we are the best if what we do is exactly what the customer is interested in.
It is also a text that generates curiosity, that leaves the reader wanting more. That is another thing you must do. If you put in a generic text, you do not generate curiosity, the reader loses interest and leaves.
You can find more copywriting tips by subscribing to our weekly newsletter using the form below.