The issue of reputation seems to be on everyone's mind these days. Who can you trust? What should you believe? Which institutions or individuals are telling the truth, and which ones aren't? If you want your own brand to be trusted, you have to establish and maintain a sterling reputation in an increasingly skeptical world -- especially when that skeptical world is armed with the tools of modern social media. Fortunately, you've got some tools at your disposal as well, including the strategic use of strong, convincing marketing content. Here are four ways you can employ copywriting to strengthen your brand's reputation.
1. Building Your Online Authority
Your marketing content may do a good job of selling your products and services, but are you also leveraging its power to sell your reputation? As important as it is to create brilliant, exciting copy for your sales and benefits pages, don't neglect your About Us page. If you have decades of experience as a trusted provider, extraordinary training or special skills, make them known and stress their value. Then demonstrate that value by posting authoritative blog articles that provide genuinely helpful information.
2. Outweighing the Negative With the Positive
Did you know that negative statements and feeling are processed more quickly and have far greater impact than their positive equivalents? This negative bias means that a few bad reviews can influence your target market more profoundly than several good ones. That's why you need to keeping pumping out positive content over a variety of channels. Regular press releases and feature articles spotlighting your latest achievements, an ever-growing collection of testimonials from satisfied customers, white papers and case studies explaining how you solved specific problems for various clients -- and these other forms of copywriting can help you achieve the necessary weight of positive buzz to push back against any negative tide.
3. Answering Objections in Advance
One not-uncommon complaint that tends to come up in negative reviews is, "They claim to do such-and-such, but they don't actually tell you how they can achieve such miracles." If you leave gaping holes in your marketing arguments, you're inviting skepticism or even scorn from a jaded public. Anticipate your prospects' questions and concerns by addressing and defusing them in your written copy. The FAQ page of your website is an ideal place to do this, but you should always be mindful of objections that might occur at any point in other areas of your marketing content as well.
4. Responding With the Right Rebuttals
Despite your best efforts to serve your customers and put the right foot forward in your marketing content, negative reviews or comments will inevitably surface. Nobody's perfect, and your dissatisfied (and vocal) customers may take to social media or other channels to express their frustration. Their feelings may even be based on incorrect expectations or even sheer delusion on their part. You can't leave these complaints flapping in the wind unchallenged, but you can't stoop to anger or insults, either. As I've mentioned before, a professional copywriter can help you craft sensitive, sympathetic responses that also succeed in defending your point of view and your commitment to quality.
Expert copywriting can help you rise to the top of the trust game by securing and growing your brand's most valuable asset, its reputation. It's the truth -- believe me!
