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How can you establish your authority without sounding arrogant or pushy in your copy?

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Social proof and authority are two powerful persuasion techniques that can help you boost your conversions and credibility as a copywriter. But how can you use them effectively without sounding arrogant or pushy in your copy? In this article, we'll explain the difference between social proof and authority, and share some tips on how to balance them in your copywriting.

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1 What is social proof?

Social proof is the phenomenon where people tend to follow the actions or opinions of others, especially when they are uncertain or unsure. For example, if you see a lot of positive reviews, testimonials, or endorsements for a product or service, you are more likely to trust it and buy it. Social proof can help you overcome objections, build trust, and increase conversions in your copywriting.

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2 What is authority?

Authority is the perception of expertise, credibility, or influence that a person or a brand has in a certain field or niche. For example, if you see a doctor, a lawyer, or a celebrity endorsing a product or service, you are more likely to believe it and follow their advice. Authority can help you establish your reputation, position yourself as a leader, and persuade your audience in your copywriting.

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AJ Silberman-Moffitt

Helping share all the buzz at Tandem.Buzz
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Did you notice the badge that LinkedIn gave me? Did it tell you that I am a knowledgeable contributor? That's because it helps establish my authority, or what tells your audience you are an expert in your field and your product or service can deliver on its promises. Authority is essential in getting your potential clients or customers to have faith in you. It is part of the E-E-A-T algorithm that Google uses - a significant facet Google uses when determining what to show on search engine results pages (SERPs). It stands for Experience, Expertise, Authority, and Trust. If you are marketing to your clientele online, establishing your authority can ensure that you have a web presence and, more importantly, that it can be seen.

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3 How to use social proof in your copywriting

Using social proof in your copywriting can be a great way to reach your goal, engage your audience, and promote your offer. Consider including customer reviews, testimonials, or case studies to showcase the benefits of your product or service. You can also leverage social media posts, comments, or shares to demonstrate the popularity of your audience or customers. Additionally, ratings, awards, or badges can be used to highlight the quality of your product or service. Furthermore, statistics, facts, or figures can be used to quantify the impact of your product or service. Finally, logos, names, or quotes of reputable sources, publications, or influencers can be used to endorse, feature, or mention your product or service.

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Benjamin Jewett

Digital Marketing Specialist who loves to learn and deliver high quality content.
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An example that I have seen with this was at a lawyer's firm. This particular firm didn't advertise in any way. They got their clientele by word of mouth from judges or former clients. On their website, they used client stories to showcase their talents, work ethic and personalities. This type of social proof made it possible for them to be very successful despite not advertising anywhere.

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4 How to use authority in your copywriting

Incorporating authority into your copywriting can be beneficial depending on your niche, industry, and brand. You can include credentials, qualifications, or certifications that prove your education, training, or skills in your field or niche. Additionally, you can showcase your accomplishments, contributions, or recognition in your industry or niche through awards or recognition. You can also demonstrate your exposure, influence, or reputation in your field or niche through media appearances, publications, or interviews. Furthermore, you can include testimonials, endorsements, or referrals from other experts, leaders, or authorities that vouch for your credibility, knowledge, or value in your field or niche. Lastly, you can provide useful, relevant, or valuable information, insights, or solutions to your audience or customers through content, resources, or advice.

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Craig Bechtel

Writer Analyst
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Incorporating authority is easy when you know everything. I simply could not know anything additional, so my authority is without question.

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David Schermer

Freelanciest Copywriter Alive
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*spoken in my most authoritative voice* It all comes down to this. I fight authority. Authority and John Mellencamp always win.

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5 How to balance social proof and authority in your copywriting

When using social proof and authority in copywriting, it’s important to find the right balance. To do this, you should consider your audience and their needs, preferences, and pain points. Additionally, you should be aware of your offer and its benefits, features, and unique selling proposition. Furthermore, you should be mindful of your tone and voice and how they reflect your brand personality, values, and message. Finally, you should be aware of your purpose and goal and what action you want your audience or customers to take. By taking these factors into account, you can use social proof and authority elements that resonate with your audience and support your offer, tone, and goal.

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Megan Cornish, LICSW

Mental Health Communicator. ┃ Founder of Therapy Trust Collective ┃ Copywriter, Clinician, Consultant. ┃ Clinician Advocate.
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If you want to be bold without turning people off, be funny. Humor is a social pass- if you're funny, you can say things you wouldn't otherwise get away with. (Like making reference to the groom's ex girlfriend in a wedding toast... if you're going to go there, you better be HILARIOUS.) Show you don't take yourself too seriously. Don't be disrespectful, but make people laugh. Be kind, bold, and funny. (This is the way.)

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Bhavik Sarkhedi ??

Forbes' Global Personal Branding Experts 2025 ?? Founder of Ohh My Brand & Co-founder of Blushush Agency?? Executive Branding ?? SEO Consultant ?? LinkedIn Branding ?? Serial Entrepreneur | Exits Write Right & Dad of Ad
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here's the scoop: always keep it grounded in facts. Back up your claims with data, real-life examples or testimonials - they're your best buddies in this case. Also, be empathetic. Show your reader you understand their pain points and you're there to help, not just to flaunt your awesomeness. Use "we" and "you" language to create a sense of teamwork. And remember, there's strength in humility, so be confident, but don't forget to keep it real and down-to-earth. That's how you show authority without scaring people away, my friend!

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How can you establish your authority without sounding arrogant or pushy in your copy?

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2

3

4

5

1 What is social proof?

2 What is authority?

3 How to use social proof in your copywriting

4 How to use authority in your copywriting

5 How to balance social proof and authority in your copywriting

Copywriting

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How can you establish your authority without sounding arrogant or pushy in your copy?

1

2

3

4

5

1 What is social proof?

2 What is authority?

3 How to use social proof in your copywriting

4 How to use authority in your copywriting

5 How to balance social proof and authority in your copywriting

Copywriting

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