Page 88 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

And so on . . .

Your job is simple. Reassure them. Here are a few things you can
do. Give them the disinterested testimony of your other (satisfied)
customers. Once again, if you don’t have any testimonials . . . go
out and get some. Give them a little calming pat at every stage of
the buying process. Assure them that they can stop or go back at
any point.

Have a privacy policy and a prominent link to it on your site.
Make your order form/payment pages as clear as you can possibly
manage. Then have your Auntie Mary fill them in. If she’s worried
or confused, go back and take another look. Partner with a reputable
payment provider and explain how safe and reliable they are. Offer
your customers a money-back guarantee. And sound like you mean
it. (Which you do.)

Have a “normal” sounding street address somewhere obvious on
your site. It’s not that your customers want to come and see you
at 123 High Street, Anytown; it’s just that they like to feel there’s a
bricks-and-mortar presence somewhere where they could.

In practice

• Look at every point on your site where you ask your customers

to click. Now ask yourself, “Is there an unanswered question
here? A what-if?” If there is, then you need some copy to answer
that question. Tell them what happens when they click. And tell
them what won’t happen.

• Have you won any awards for customer service, user-friendliness,

or overall reliability? Publish them and get those logos onto
your site everywhere where your customers might be doubting
your probity.

100 GREAT COPYWRITING IDEAS • 79