If you want to sell more of your offers—especially to colder leads who haven't been in your world for long—it's important to include sections on your sales page that help you establish authority.
Let’s break down how to do that, and what to include in your copy to make it scream, "I'M THE EXPERT - TRUST ME!"
1. Share Your Story and Personal Anecdotes
As humans, we connect to one another through stories. Sharing your personal story is a simple way to build connection with your audience, while also building authority for why they can trust you. What stories can you share in relation to your offer that showcase your expertise? Have you faced challenges in your field that you’ve successfully overcome? Talk about how these experiences have shaped you and how you now use this expertise to help others.
If the topic you're selling comes naturally to you, consider sharing stories about how you've helped others achieve success in that area. How did you come to do the work that you do? What motivated you to start helping others?
Each of our sales page copy templates come with an about section to share your story in a way that will resonate with your audience so they trust you enough to want to work with you.
2. Show, Don’t Tell with Social Proof
Instead of just listing out your credentials and experience, let others vouch for you. Testimonials are a powerful tool for establishing authority. Share glowing reviews and case studies from clients you've helped in the past. These real-life examples provide tangible proof that you know your stuff.
Don’t have testimonials for this particular offer yet? No problem! Share feedback from similar offers or highlight other forms of social proof like media features, speaking engagements, or collaborations where others have trusted you to deliver value to their audiences. The key is to demonstrate that others have benefited from your expertise and trust you as an authority in your field.
Writing case studies can be a game-changer for your business. We have an entire blog post on how to write effective case studies, including a case study template.
3. Drop Some Knowledge Bombs on Your Sales Page
While a sales page isn’t the place for in-depth education, you can still give potential customers a taste of your expertise. Address common limiting beliefs, myths, or misconceptions your readers might have about your offer. Gently challenge these notions by presenting alternative ideas or fresh perspectives.
By doing this, you’re not only showcasing your deep understanding of the topic but also piquing their curiosity. Once they see that you can help shift their mindset or solve a problem, they’ll be eager to learn more from you.
4. Rely on Data, Stats, and Figures
While this won’t work for every industry, including relevant statistics on your sales page can be an effective way to establish authority. For instance, if you’re selling podcast management services, you could highlight data that shows the ROI potential of podcasting for businesses.
These figures lend credibility to your claims and show that your expertise is backed by hard facts. Including data-driven insights can reassure potential customers that you understand the market and can deliver results.
By incorporating these elements into your sales page, you’ll not only establish authority but also build trust with your audience, making it easier for them to take the next step and purchase your offer.
Buzzworthy Case Studies
Your secret ingredient to writing engaging, “I-can’t-wait-to-hire-this-person”-worthy case studies without needing to interview past clients.
Looking for more copy tips?
If you’re wanting to refine your messaging, check out the below
The Best Customer Pain Point Questions to Nail Your Messaging
Sales Page Structure Secrets: A Guide for More Conversions >
Website Copy: 4 Common Mistakes to Avoid and How to Fix Them >
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