3 Important Ways Copywriting Builds Trust With Your Audience

Your brand cares deeply about building trust with customers and expanding your base of loyal supporters.

You want to attract an audience that shares your values and is passionate about what your business stands for. 

Easier said than done?  

Not necessarily. 

Copywriting can help you do it. Here’s how.

Copywriting can build trust by:
creating an emotional connection

Engage

No matter the source, nobody wants to read dry, boring text, right? We all want to be engaged! 

One of the purposes of copywriting is to inspire your readers to action. And when they’re engaged through storytelling, conversational language, and copy that’s easy to read and interact with…

They’re going to be much more open to what you want to share with them. 

So, copywriting isn’t just about Search Engine Optimization and driving traffic. Of course those are critical elements, but… 

It’s how you engage with your readers once you have their precious attention that matters.

Great copywriting gives you the chance to speak directly to your audience in your authentic brand voice, and share honestly about your company’s values and story. 

And that attracts the people who share those values and want to do business with a brand like yours. 

Share

You know how it goes in real life: 

When someone shares something about themself with you, you feel more connected to them, and you’re more likely to share, too. 

This builds trust, establishes a good foundation for an interaction, and can lead to an emotional connection.

Same goes in business. 

Be honest

When you share honestly about what’s important to your company and how it got to where it is today, you’re setting the stage for a quality relationship with your audience. 

Your brand story and values are unique. They matter because they’re what sets your company apart from others. 

And they can be the key to sparking an emotional connection with your audience – which can build trust.

Imagine the brands most similar to yours within your particular niche…no matter how close your products or services might be, your brand stories and values are completely unique! 

Sharing these types of details is a crucial part of connecting with your audience and building an emotional connection… 

It gives them confidence that they know who you are and what you’re about, and lets them feel emotionally invested in your mission. 

If they trust you, they’ll stick around

YOU know exactly what sets your brand apart from others in your niche, but do your customers? 

Consumers want to know who they’re doing business with! And, they’ll go out of their way to support brands they trust. 

In fact, according to the Harvard Business Review, when a consumer trusts a brand, they are 88% more likely to become repeat customers. And companies that are well-trusted outperform their competitors in total market value by up to 400%.(1)

Consider: 

Can you develop a close friendship with someone without understanding what matters to them? 

Not likely!

Would you be interested in maintaining a relationship with someone if you got the sense the two of you didn’t share any common values? 

Probably not!

Copywriting builds trust with your audience because it helps you:

Engage your audience 
Communicate your brand story and values 
Build an emotional connection 

Copywriting can build trust by:
establishing credibility

We all like to leave an interaction with a brand feeling a little bit more informed than we were before. 

Think about the times you’ve said or heard something like this in conversation:

Oh, this brand I like just shared something really interesting…

Hey! I learned this the other day and thought of you…

You know how we were just complaining about that last week? This company I love shared something that will help…

Educate & Inform

People are curious creatures. We love to learn, and when we learn useful information, we begin to trust the source that provided the information.  

Whether through… 
Website copy
Blog articles
Social media posts
Newsletters… 
…or any other type of copy, you have the opportunity to establish credibility with your audience by educating and informing them. 

Research has shown that consumers are more than twice as likely to buy from a brand right after reading educational content from that brand, compared to consumers who didn’t interact with any brand content. (2) 

But the benefits of offering your audience informative content go beyond just encouraging purchases. 

A whole week after reading educational content from a brand, consumers report that trust and positive feelings about the brand continue to increase. (2)

Offer Social Proof

Social proof is one of the most compelling elements that can be used in copywriting to build trust. 

When you need a plumber, would you rather check the Google listings for your city…
or
call your neighbor who just had a leaky pipe taken care of last week?

When you’re looking for a babysitter, would you rather read through ads on a child care website…
or
ask your best friend a few miles away for the name of the sitter she really trusts?

Let’s say a potential customer is considering supporting your business with a purchase. Offering social proof can establish instant credibility. 

Copywriting is at its peak when social proof is part of the equation. 

Reviews, testimonials, personal stories, anecdotes…

They all are powerful ways copywriting can build trust with your readers. 

Build Trust: engage, share, inform, prove

Copywriting can help your brand build an authentic connection with your audience, and develop trust that leads to loyalty. 

When you consistently share information that resonates with your audience, it shows them you understand who they are and what they care about. 

If you’re ready to build trust with your community through copywriting that’s engaging, honest, and effective, let’s schedule a free 15-minute discovery call. 

References:
1. Harvard Business Review: 4 questions to measure - and boost - customer trust
2. Conductor: Educational content makes consumers 131% more likely to buy