5 copy techniques that make you sound like an expert

Not everyone has a way with words. 

You can be the best at what you do, but if you can’t write for toffee, how are you going to market your skills to the max?

Let’s be honest here; if potential customers think you don’t know what you’re doing, they’re unlikely to want to work with you. Overly complicated messaging or paragraphs that hang heavy with buzzwords will only put them off.

So if you can’t brag or be long-winded, how can you show people that you’re good at what you do?

1. Write down what you NEED to say

Rambling is a sign of foolishness. That’s where the phrase “rambling fool” comes from (but I can’t prove that). Don’t be that fool. Write down the key points you need to hit and make sure you’re hitting them, without any of the faff. 


2. Add testimonials

The secret ingredient to gaining a potential buyer’s confidence is a good old testimonial. They act as social proof, demolish skepticism and help to build trust, all in one hit.

Get in touch with some of your clients and ask them if they wouldn’t mind scribbling down a couple of lines about working with you. Pop them on your homepage, your services page or sprinkle them over your print marketing. Bosh.


3. Weed out weak words

Much like waffling, weak words in your marketing and on-site copy only serve to make you look hesitant, non-commital and amateurish.

When you’re done writing, scan through everything again and look for instances in which you’ve used passive voice or peppered the copy with crutch words. The aim of the game here is a strong, confident pitch that cuts through the bullcrap.


4. Don’t resort to jargon/buzzwords

There’s a temptation to fall back on industry jargon when you’re looking for ways to make yourself sound like an expert. This is a huge mistake for two main reasons:

  1. It alienates customers
  2. It doesn’t clearly communicate what you have to offer

To paraphrase David Ogilvy:

“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” 

Use plain English and make sure people understand exactly what you have to offer and what makes you different.


5. Start a blog

As a blogger myself, this may seem an incredibly self-serving point to make. It’s true, though — 70% of consumers say they use blogs as a way to learn about a company.

Share your expertise on a blog and spread it all over your social sites. It’ll give potential customers confidence that you not only know what you’re doing, but that you’re passionate about it too.

Blogs are a great way to get into all the technical nitty gritty that your website doesn’t really have room for and also gives you a tidy SEO boost, too.


Starting to feel like an expert yet? Give a couple of these tips a try and see the difference it makes. 

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