How can you use the principle of authority to increase copy credibility?

Using the principle of authority in your copy can significantly increase credibility. Begin by mentioning your relevant experience and qualifications in a concise and easily digestible format. This could include your education, certifications, or years of experience in the field. If you've been recognized or certified by reputable organizations, display their logos or badges prominently in your copy. For example, "Certified Google Ads Expert" with the Google Partner badge.

When it comes to copywriting, authority can come from three places. 1. The brand. 2. The author. 3. The subject (if the subject is a person). Brands and subjects rarely need credentials. They rarely work if they don't already have credibility established in the audience's mind. Authors might indeed need to offer credentials if the audience doesn't know. But be brief. Don't oversell it (overselling credentials causes mistrust).

In the age of social media, building and maintaining a strong personal brand can be just as important as awards and certifications. Earning a strong, recognizable, and reputable presence in an industry through your online presence solidifies your authority. Being consistent in sharing quality, original content that adds value to your audience while showcasing your unique personality and story can go a long way in establishing legitimacy.

You can use the principle of authority to enhance copy credibility by citing experts, industry leaders, or respected sources in your content. Quoting or referencing authoritative figures lends credibility to your claims and positions you as a knowledgeable source. Incorporating data, statistics, and research from reputable institutions can also reinforce your authority. Additionally, displaying relevant credentials and certifications can further establish your expertise in the subject matter, increasing your copy's credibility.

If you're demonstrating your own authority or credentials: Expert Endorsements: Having your product or service endorsed by a recognized expert in the field can significantly boost your credibility. They could be a leading figure, a well-known professional, or a respected organization. Text is good, video great. Showcase Credentials: If you or your company have special certifications, awards, or qualifications, mention these in your copy. Brand logos work well i.e. As Seen On" Cite Reliable Sources: Use statistics, case studies, and quotes from authoritative figures or research to support your claims. Providing evidence from reputable sources can strengthen the trustworthiness of your message.

Use industry-specific terminology and jargon appropriately. It demonstrates your knowledge of the field and speaks to your target audience. howcase successful case studies that illustrate your authority in solving specific problems or delivering results. Describe your services or products in the third person, as if someone else is highlighting your accomplishments. For example, "Our product is recommended by industry leaders."

Statistics are good, but not too many. An article full of blue link text looks like homework, or like you're overselling the point you're trying to make. Know what to quote a number for and what not to.

Credibility is established when you show the reader that this isn't your first rodeo. So get out in front of the questions they're likely to have. They'll appreciate the time and effort you're saving them (and this copywriting technique is also a clever way to improve your SEO).

If your product or service has been used by well-known or high-profile clients, include this information in your copy. It adds credibility and can answer questions about your product's suitability for various needs. If you produce educational content, such as blog posts, ebooks, or webinars, promote it in your copy. This demonstrates your authority in your field and can address questions by providing valuable information. If your industry has specific legal requirements or compliance standards, emphasize your adherence to these standards in your copy. This can address concerns about legality and ethics.

Clearly state what you want the reader to do next. Use strong, action-oriented language for CTAs that are visible and easy to find. Explain how following the CTA will benefit the reader. What will they gain? How will it solve their problems? Create a sense of urgency by using words like "limited time," "act now," or "don't miss out." This can increase the authority of your message. Provide guarantees or assurances to alleviate concerns. This shows confidence in your product or service and reinforces your authority. Be open about the potential limitations of your product or service. Honesty builds trust and credibility

Even experts don't always know how to provide instructions in the clearest way possible. This is one of the reasons why everyone needs an editor.

Here are some examples how you can use instructions and CTA in a different types of copy. ? On free product' landing page: ?? explain step-by-step how to get the product ?? use visible button with CTA that relevant to offer. ? On sales page: ?? explain step-by-step how to accept your offer ?? explain separately the process of payment and receipt the product ?? use visible button with relevant CTA ? On articles/posts/videos/podcasts: ?? offer to get a lead magnet ?? leave a call to subscribe to your newsletter/social media pages ?? аsk for a rating, like and/or comment ?? offer to read/watch/listen another your content ?? if it's "how to..." content sum up how person can use that information step-by-step

Often, you're not publishing under your name, so establishing yourself as an authority figure is pointless. If you're writing copy for a company, find ways to transfer all of the advice above to the company you're writing copy for.

By combining the principle of authority with clear instructions and compelling calls to action, you can create copy that not only establishes your credibility but also motivates readers to take the desired actions.

Credibility is mostly about the source, not the writing. Don't try too hard to seem "credible" or "authoritative" in your copywriting. This can make your copywriting seem stiff or dry. Copy that breathes is more convincing than copy that sits there.