1, with permission.
Authority, including authoritative individuals or organizations, such as teachers (for students, teachers are authorities); Authoritative marks, such as: green food certification mark, organic food certification mark, etc. ; Authoritative certification refers to relevant certificates issued by authoritative organizations, such as China Quality Certification Center.
However, in practice, authority may also change. Because for some brands, there is no particularly authoritative logo, but they want to use the element of authority. What do we do? Therefore, the exclusive authoritative logo of the enterprise's own brand appears, such as Crest's Dental Research Institute and the national authoritative dental expert, all of which are authoritative logos created by the brand itself.
2. Anti-authority
Anti-authority, that is, the real customer stories and customer word-of-mouth we tell every day, can also greatly enhance the credibility of products by using this information.
3. Use details
As the saying goes, "details determine success or failure", and in our copywriting, it is no exception. Good details can make consumers pay more. For example, there is an advertising copy of the Beetle car, "Look under the fender of the car! You will accidentally find a painting layer that you never dreamed of. " The following is a detailed description. The details that consumers may not observe "mudguards", mudguards are all done so well, not to mention others? Consumers are more willing to pay the bill after reading it, aren't they?
Step 4 use data
With the data, I think everyone has seen a lot. For example, "charge for 5 minutes and talk for an hour" or "as low as 1 kwh every night". The use of data makes abstract concepts concrete and more convincing, doesn't it?
5. Self-certification of customers
Customer's self-certification is the evidence obtained by customers through their own observation and verification. For example, the dandruff test card used in Head & Shoulders advertising is to let customers prove the effect themselves. Interested parties can search this advertisement.
6. Example effect
The demonstration effect is to let customers see the authenticity of the effect with their own eyes. For example, in order to prove that their products can really shine your shoes like buying them back, street shoeshine workers often kneel down and shine your shoes in person, so that you can see the effect with your own eyes. Of course, in terms of copywriting, we can show it to customers through video or before and after comparison.
7. talk about vision
A common phenomenon is the star effect. For example, the advertisements of Rio Zhou Dongyu's tipsy series use stars to promote this tipsy product. Of course, when promoting stars, the star's personal image style must be consistent with his own brand style, in order to achieve the latest effect of publicity.
Well, these are seven tips to improve the credibility of copywriting. Have you learned?
Ye Xiaoyu, author of New Media Copywriting and Communication, official account of WeChat: Ye Xiaoyu Run Run (talkto520).