Proof!

A copywriting lesson in building credibility in your writing … [The Writer’ s Life]( September 16, 2022 "All good ideas start out as bad ideas, that's why it takes so long." – Steven Spielberg Happy Fri-YAY, {NAME}! Before I jump into today's issue, just a quick reminder that enrollment in our final SEO Copywriting Training and Certification for the year closes today. Over the past few months, I've been asked, "When will we be doing this one again?" more than any other certification we offered this year … And the answer is: Right now! [Go here now]( to become certified in the most in-demand skill for writers today. And then hurry back for this week's copywriting lesson from our Senior Copy Chief, Sandy Franks, which ties into what we've been talking about these last few days … And that's writing content for "micro moments" … the 8.5 billion searches every day by people looking to solve four problems … - I want to know, - I want to go, - I want to do, and - I want to buy. Remember, these micro moments create opportunities for businesses to attract new customers — for FREE! But in order to take advantage of the opportunities, companies need to "show up" in the search results … Provide valuable content that answers their questions … AND move them forward a step in the [customer journey](. Just showing up in the search results and getting the click isn't enough. The content needs to quickly prove to the reader they're in the right place, and provide the answer they're looking for … While at the same time, do the important job of building trust and credibility. Remember, even though content is early on in the customer journey, its real purpose is to prepare the reader for the ultimate goal: a sale. If they like what they see, they'll continue reading, and if written correctly, take the next step forward … Whether that next step is visiting another page, filling out a request for more information (i.e. becoming a lead the company can follow-up with), or even making a purchase. But if the content isn't up to snuff, they'll bounce off the page and keep searching. So how do companies do this? There are numerous techniques that we teach in programs like [The AWAI Method](. But today I've asked Sandy to focus specifically on the use of proof to add credibility to your message. Over to you, Sandy! [Rebecca Matter’ s signature] Reb --------------------------------------------------------------- Born to a rather large working-class family, Joseph Jacques Jean Chrétien was the 18th sibling out of a total of 19 children. Always interested in politics, even at a young age, he rose to fame as one of the country's leading politicians. And during the years of 1993-2003, he served as the 20th Prime Minister of Canada. After retiring from politics, he joined the Dentons Law firm. While Joseph never took up the art of copywriting, he certainly understood a fundamental element that all good copy contains: Proof. In fact, one of my favorite quotes on proof is attributed to Joseph … "A proof is a proof. What kind of proof? It's a proof. A proof is a proof. And when you have a good proof, it's because it's proven." When it comes to writing winning copy, you need to provide your readers with enough proof that they believe every word you write. (Yes, that goes for content too!) It's no different than what Joseph had to do to prove his case beyond a shadow of a doubt in front of a judge and jury. You have to do the same in front of your readers. But it's how you use proof that matters. I'll show what I mean with this quick example … Let's talk about hamburgers. You probably already know; that they are one of the world's most favorite foods. They've been around for years but it wasn't until McDonald's opened in San Bernardino California that made them extremely popular. And McDonald's fast-food restaurants were popping up all over the country. But here's something you might not know. It takes an awful lot of water to make a single hamburger. I'm going to tell you the answer but I'm going to do so by using a statistic as proof. So just how much water does it take to make a hamburger? According to the College of Charleston's Environmental Studies Department, a typical 1/3-pound hamburger requires 660 gallons of water. But that's not all. The department also found that it takes 1,799 gallons of water to produce one pound of beef. Notice that when I mentioned these statistics, I also shared the resource where I found them. Why do this? It makes the proof point more credible. And the more credible your copy, the higher the chances your prospect will hit the buy button. This probably isn't proof McDonald's would use … that's a lot of water per burger … but it might be a stat a pizza chain or chicken joint might play up. (Eat pizza … save water!) 😁 The important thing to keep in mind is to provide enough backup to your claims so your copy is credible … that you're soothing your readers' unspoken anxieties and objections. The best way to remove those doubts is backing up your claims with proof. But something else happens too when you take the time to do research to find those proof points or statistics: You're actually building a relationship with your reader. A relationship that will eventually show up as a sale. Whether you're writing content or sales letters, or anything in between, the ultimate goal is a sale. And the more sales you help generate for your client, the more money you stand to make. And the closer you get to becoming a sought-after copywriter. One other tip about using statistics … avoid simply listing out a bunch of them. That can easily overwhelm your reader. Instead add context that gives each one meaning. Keep learning and writing, Sandy Franks Senior Copy Chief, AWAI Editorial Note: Looking to break into copywriting? Need to learn the basics? Today's the LAST CALL for our upcoming Copywriting Crash Course … In just three hours, we'll teach you the fundamentals of effective copy and content AND show you how to land those all-important first paid assignments. [Go here for details and to reserve your spot now!]( LAST CHANCE: Copywriting Crash Course for Just $129 $49! Earn more as a writer than you ever thought possible by picking up the essential skills you need to charge professional fees! In just three hours you'll get … - The essential writing skills you need to charge higher fees from the start … - An instant confidence boost knowing you can give your writing clients exactly what they need … - The most powerful secrets of persuasion that the highest-paid writers use to make six and even seven-figures … - Our secret, four-part structure of copy that works — Impress your next client with this … - The look of a GENIUS with our favorite editing tricks … And soooo much more — for just $249 $49!! Hurry — enrollment closes at midnight tonight. [Get In Right Now Here]( What's Hot at AWAI … 👀 LAST CHANCE: [Get certified as a SEO copywriter!]( 🙌 "The best decision I ever made for my career." [Find out what it is here!]( 🧐 Good SEO in 2022 puts the user first. [See how it works.]( 🤓 Want to optimize your blog? [Here are 9 tips!]( 😄 [3 letters that make writers more valuable … and earn them more money.]( 🤩 [Copywriting keeps stage and screen actor pursuing his passion.]( PROOF that dreams do come true! 🤩 [Rebekah's Client Update] We are SO happy for you Rebekah … sounds like your [SEO Certification]( is paying off! You're a rapidly rising star, and we can't wait to see how far you go. Have your own story to share? Email us at mysuccess@awai.com, or [post it over in the Facebook group](, so we can celebrate your win too! CLOSING: Discounted Tickets for AWAI's 2022 Copywriting Success and Getting Clients Bootcamp Bootcamp has helped launch thousands of copywriting careers over the past 25 years! This year, our powerhouse lineup of speakers will share their latest insights on what's working in the industry NOW … You'll connect with marketers looking to hire NOW … And you'll walk away with a plan for leveling up your writing career and income, NOW! Don't wait and pay full price … [Save 60% on Bootcamp Here!]( Featured Writing Jobs Sr. Writer – Aha! Full-time, Remote You know that being an exceptional writer demands domain knowledge as well as critical thinking skills. And you are interested in communicating how sophisticated workflow management tools can help organizations be more strategic and productive. --------------------------------------------------------------- SEO Copywriter – Creative Circle Full-time, Plymouth, MI Write SEO-optimized web copy, and/ or edit existing copy, for all brand websites primarily core page content and blog posts --------------------------------------------------------------- Principal SEO Specialist – Discover Full-time, Remote The role of a search engine optimization (SEO) specialist is ever-changing, as the trends and algorithms of online search constantly evolve. --------------------------------------------------------------- You can find all of these jobs and thousands more on [WritersWanted.com](. Access is currently available with [The AWAI Method™]( and will be opened up to additional AWAI members in the near future. 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