You ever catch yourself scrolling down your Facebook timeline and see some ridiculous article titled something like, “Dewayne ‘The Rock’ Johnson Could Serve Time For Doing THIS”…
…and then you click on it and realize that it’s actually an ad for some pre-workout powder or energy supplement?
If you know what I’m talking about, you’ve just read yourself an effective advertorial, my friends…
Did you know that articles like that actually convert like CRAZY for businesses and companies?
Admit it – we’ve ALL fallen for those articles at one time or another. Some other examples are those dang “Which ___ are you?” quizzes that encourage a bunch of clicks. You’ll notice that quiz games run the most rampant when there’s some kind of movie, game or event that deals with a variety of characters and situations.
Believe it or not, these articles and quizzes have one main thing in common.
Let’s say the quiz about – I don’t know – Twilight, and it targets millennials between the ages of 12 and 24. Your click-through rates are going to be outrageous!
Because these people know exactly what Twilight is. Just like everyone knows who The Rock is. These two household names have authority, and therefore easily gain the trust of your target audience.
What’s the difference between blogs and articles? Find out in this blog here: Blogs Versus Articles – Which Are More Effective?
The Power Of Authority
Legendary copywriter Joe Sugarman talks about the power of authority in his book, Triggers. He mentions that the way smart companies assert their authority is that they make their specialty bold and known. For example, you have a store called “Men’s Warehouse,” where you go for tuxedos, suits and other outfits of men’s’ clothing. Because they call themselves “Men’s Warehouse,” (as opposed to your average clothing warehouse), it’s the first place people think of when looking for the perfect attire for weddings, galas and even funerals.
Soooooo, when it comes to writing copy for businesses and companies, it’s important to find a way to enforce this association of authority. A common way of doing this is inserting success stories, reviews and testimonials from people who’ve experienced the product or service, already/ You want ideal prospects to read your copy and trust your client’s company as the go-to for what they’re looking for.
Learn how testimonials can boost the credibility of your copy in the blog: How To Use Testimonials To Create Credibility.
How Authority Ties Into Advertorials
So how does authority tie into something like an advertorial? Well, picture this:
Imagine you or your client has a business that sells life insurance. Personally, I would imagine that it’s hard to sell life insurance because it’s boring, for one. And two, unless you have a family that relies on you and you’re fighting a losing battle against something like cancer, you’re not thinking about dying anytime soon…
But then you hear about the recent terrorist attack at Ariana Grande’s concert in Manchester. You hear about how over 20 people lost their lives, while over 50 people were injured, and how the talented singer expresses remorse for her fallen fans. It’s enough to make you sit back and think, “man…my daughter loves Ariana Grande. She could’ve been at that concert…” With a powerful incident like the Manchester concert, and an authority like Ariana Grande, you can tie in how having life insurance can protect your prospects and their families from incidents like these.
You have to be VERY careful, though. I’ve seen many writers try to spin a true story just to segue into a sales pitch. They’ll write something like, “After the incident, Ariana decided to get life insurance from THIS company (which ends up being their company, go figure). Some people will even go out of their way to add fake quotes from real people. Most would probably that this is disingenuous and tacky. But depending on the story, you can actually get away with it…
By the way, in no way, shape or form am I suggesting that you spin Ariana’s tragic concert incident into a sales pitch. It really would be tacky and is going to make you look bad.
Why do people do what everyone else is doing? Learn more about how this mindset can increase sales and conversions in the blog: How To Turn Peoples’ Laziness Into Sales.
Use Authority to Gain Trust
Now that you understand the dark side of using authority, always remember to use it for good. When writing an advertorial, use it as an opportunity to gain trust with your target audience. The more they trust you, the more they respect you, which will result in nothing but greater things!
For more copywriting tips and tricks, check out the blog at JDCopywritingINC.