Always approach copywriting from a position of authority. The feel of the copy, the tone, the energy—must come across as authoritative.
Authoritative copy is copy that uses specific information, details, figures and facts that will resonate.
Your prospects must feel that the voice behind the copy knows the subject matter and speaks with authority.
Your readers must feel confident that the copy is speaking to them with conviction. Your copy has to relate to their challenges and solve their concerns.
Here are some examples of authoritative copy:
- If you're like me, you've spent many a sleepless night worrying about credit card debt. But now you can sleep like a baby with one phone call to...
- Unlike regular cartridges, MAGMA-X uses a patented silicone casing with a precision .003cm Teflon surround. Developed by the scientists at Jet Propulsion Laboratories this casing improves your range and maximizes the spread of your shot.
- As a pediatrician and a former Surgeon General of the United States, the new BabySafe Car Seat System not only meets U.S. safety standards, it's the one my family uses.
Powerful web copy, email copy, direct mail copy, display copy and TV and radio copy all must have an authoritative approach in the words selected and in how sentences are phrased.
If you would like more information on how to write authoritative copy, please read my 6-step technique to grab a readers attention.
Need copy help? Please contact me at 310-212-5727 or email me at inquire@cdmginc.com.