How To Write With Authority
If you're anything like me, your natural instinct is to hide your light under a bushel. No-one look at me, just move on, thank you!
The trouble is, that's not very conducive to making sales. Or money. I’m all about being real, and laying it out on the table here; we've all got bills to pay. As do the people buying from you.
As long as the thing you’re selling actually does it what it says on the tin, and you’re being transparent about what someone will get for their money, then sales doesn’t need to be a sleazy word. Anyway, I digress.
In this article, I’m going to give you a whole bunch of practical tips on how you can add authority to your website, socials or anywhere else you’re writing about your business.
Writing with authority serves you in three ways:
It answers this objection that all potential customers have: “Why should I believe you?”
It’s an effective way to increase your trustability.
It can educate your clients and serve them, even if they don’t buy from you.
It goes without saying that writing with authority must be truthful. Opinions must be your own. If you are referencing or building on other’s work, include their name and link to their profile/website.
Now that’s out of the way, let’s get on with the practical stuff. These are going to help you get on your authoritative way.
Share your experience
Actively tell client transformation stories, like this one.
Talk about a specific skill that you use every day.
Share work stories and milestones that help illustrate your breadth of experience.
Use statistics
How many clients have you helped over your lifetime?
How many people have seen your content?
How many products have you sold?
Remember, these stats don’t just relate to what you’re doing now. Think about all your roles and careers. Chances are you’ve got elements of where you are today weaved throughout your journey.
Add these kinds of facts to your About page. Here’s what I wrote:
“I’ve curated and written content that’s been read by over 400k people, project managed 2000+ person events, and helped hundreds of small business owners grow through sales and marketing toolkits.”
Makes you feel like I know what I’m doing right?
Share your expertise and educate
Provide helpful tips or resources. Your audience will remember you for it. Aim for your content to be balanced between tips, resources and selling.
This two weeks of content ideas post was one of my top-performing posts of the year.
Show examples
Before and afters are really powerful to illustrate the client transformation.
Use client testimonials. If you can, add a photo of the person giving the recommendation. I use them across my website and they are really useful in persuading potential clients to consider working with me.
If you can, use the logos of businesses you’ve helped on your website. This is really powerful for the reader and shows others have trusted you with their money.
Write with power
Clear sentences with strong calls to action. My good friend Susan Reoch has a great blog on crafting CTAs.
Reduce the number of maybes, might and perhaps in your writing. Be directive and decisive. I’m not saying come across like a cocky so-and-so, but make your reader feel like they’re in a safe pair of hands.
What swots you got?
Talk to qualifications you have that are relevant to your offering.
Include past roles and study if you can relate them to how they have made you better at your current job. In this Insta post, I talk about my experience as a counsellor and how it helps me to write for my clients.
Are you backing yourself with the words you use? Are you illustrating to your reader that they should trust you their hard-earned $$?
If the answer is no, jump on these tips and show the world you have a right to do what you're doing.
Photo by Artem Gavrysh on Unsplash