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How can you use social proof and authority in your email copywriting?

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Email marketing is a powerful way to connect with your audience, build trust, and drive conversions. But how do you write email copy that stands out and persuades your readers to take action? One of the most effective techniques is to use social proof and authority in your email copywriting. Social proof and authority are psychological principles that influence how people perceive and respond to your messages. In this article, you'll learn what social proof and authority are, why they matter, and how to use them in your email copywriting.

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1 What is social proof?

Social proof is the idea that people tend to follow the behavior, opinions, or choices of others, especially when they are uncertain or unsure. For example, if you see a lot of positive reviews, testimonials, or ratings for a product, you're more likely to trust it and buy it. Social proof can also come from endorsements, referrals, recommendations, or case studies from credible sources. Social proof helps you build credibility, trust, and rapport with your email subscribers by showing them that others like them have benefited from your offer, solution, or advice.

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James E. Turner

Homepage Humanizer ? Strategic Empath | Positioning ? Messaging ? Copywriting
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Social proof can also take the form of subtle comments in the nooks and crannies of your page or site. For example, you can mention how few times your refund policy has been used when telling people about it: "We offer a no-questions-asked money-back guarantee for your first 30 days (though we've only had to use it 3 times in over 10,000 orders, and one of those was my mom)."

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2 What is authority?

Authority is the idea that people tend to obey, respect, or follow the advice of someone who has expertise, experience, or status in a certain field or domain. For example, if you see a doctor, a lawyer, or a celebrity endorsing a product, service, or idea, you're more likely to believe it and act on it. Authority helps you establish your own expertise, reputation, and leadership in your niche by demonstrating your credentials, qualifications, or achievements. Authority also helps you position yourself as a trusted source of information, guidance, or solutions for your email subscribers.

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James E. Turner

Homepage Humanizer ? Strategic Empath | Positioning ? Messaging ? Copywriting
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When I think of what it means to be an "authority" on something, I think the thing that gets missed most often is the need to have a point of view that is distinct from what is already out there and established. In some ways, your authority becomes your point of view. People know what to expect from you and want to hear your take on a known subject. But it's more likely the case that your point of view is what makes you an authority in the first place. (i.e., you need to have a point of view in order to become an authority.)

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3 How to use social proof in your email copywriting

Social proof can be used in many ways in email copywriting, depending on the goal, audience, and offer. For instance, testimonials and quotes from happy customers can be used to show how your product or service has solved their problems, improved their lives, or exceeded their expectations. Additionally, ratings, reviews, and feedback from third-party platforms and websites can demonstrate how your product or service is rated or reviewed by other users or experts. Numbers, statistics, and metrics can also be used to show how many people have used, bought, or joined your product, service, or community. Finally, endorsements from influencers, celebrities, and experts in your niche can be used to demonstrate the authority of your product or service. It is important to use specific details for testimonials; credible and reputable sources for ratings; accurate and up-to-date data for numbers; and relevant and authentic sources for endorsements.

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Charlene Burke

Marketing & Sales Communication Pro | Co-Founder Email Skills | Author of Email Copywriting Secrets: How to Write Killer Emails That Get Results
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Using social media proof in your email means to use a 3rd party comment or platform to support your assertion of success. When I sent an email to my subscribers to share that the book was now available, I shared comments from social media. I removed the non-essential text and used ellipses to indicate there was content I wasn't including. It looks like this "...So much USEABLE value! And, in your own special way of sharing that makes the learning journey fun!..." Another way to show social proof is to share data. In my case, I might use book sales/ Screenshots aren't a good idea for email. It usually hurts deliverability. If you have screenshots on your sales page or an article, saying so and linking to that web page will suffice.

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4 How to use authority in your email copywriting

When it comes to using authority in email copywriting, there are many ways to do so, depending on your goal, audience, and offer. For example, you can use credentials or qualifications to demonstrate expertise, experience, or status in your field or domain. Incorporating stories, examples, or case studies can also show how you have helped others achieve their goals. Additionally, facts, evidence, or research can be employed to illustrate how your product is based on reliable sources. Finally, comparisons, contrasts, or alternatives can be used to show how your offering is better than others in the market or niche. Be sure to include specific and relevant details and use credible and reputable sources when possible.

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Brian Librot
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Authority is far easier to claim than it is to credibly establish, and that goes double for the limited real estate of an email. Depending on your recipients' email clients and devices, you have no more than 30 characters to give your first touchpoint — your subject line — the authority you want to drive open rates and, hopefully, conversion rates. One of the best sources of authority is an established market presence and brand equity, but it's a luxury not every company possesses. So one of the next best things is to connect your offering to established, credible sources in your industry through industry press coverage, reviews, or stories of successful partnerships. By leading with someone people know and trust, they'll trust you too.

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5 How to balance social proof and authority in your email copywriting

Incorporating social proof and authority into your email copywriting can help you convert more leads, but you must do so carefully and strategically. Start by selecting social proof and authority that aligns with your audience's needs, wants, and preferences. If they are looking for social validation, use testimonials or ratings. If they are looking for expert guidance, use credentials or facts. Additionally, make sure the social proof and authority matches your offer's value proposition, differentiation, and positioning. For example, if your offer is high-end, use endorsements or comparisons. If your offer is innovative, use stories or research. Additionally, ensure the social proof and authority matches the email's purpose, tone, and style. For example, if your email is educational, use case studies or evidence. If your email is promotional, use numbers or contrasts. Finally, be selective in using social proof and authority; too much can make an email look spammy or unbelievable. Choose the most relevant and compelling social proof or authority to support your main message, call to action, or offer.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use social proof and authority in your email copywriting?

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1 What is social proof?

2 What is authority?

3 How to use social proof in your email copywriting

4 How to use authority in your email copywriting

5 How to balance social proof and authority in your email copywriting

6 Here’s what else to consider

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