Anyone that provides services or products will want to be the top of customers’ go-to business. You want to build a brand authority that centres around your business. It is more than just the publicity platforms to establish your brand. How you say it is what truly establishes your true credibility in building brand authority.
A consistent tone of voice
The way your business projects itself in marketing will determine whether customers will become attracted to you. This is why it is important to adopt the correct tone of voice and keep it consistent. In turn, this tone of voice becomes familiar which then becomes something customers can trust. Eventually, this develops into brand authority. Think about how you want to portray your company’s voice to customers and take ownership of that.
It is suggested in research that people’s emotional responses towards writing have a bigger influence on their decisions than the actual writing itself. You want to appeal to customers and put an ‘itch’ in their emotions to tug at their heartstrings. Include a call to action for customers to act on those emotions, which is really the heart of what you want them to do – to make a purchase or subscribe to your business.
Make it conversational
The way to your customers’ hearts and minds is not through big obscure words. Write as though you are talking to a friend. If you want your business and brand to be heard, your copy has to speak to customers such that they can relate to you. Consider using short sentences to make your content readable. This means being clear and focused with one idea at a time.
These are some ways that copywriting can help in your brand authority. Eventually, it is how special and unique you are that sets your business apart from competition.