One of the goals a writer has in copy writing is to convince the reader. Good, authoritative copy is very easy for readers to trust because it sounds more truthful and caters to their wants, needs and interests. As a result, response rates are better and there is a higher likelihood that the desired results are achieved. Integrating a tone of authority in writing a copy is a studied process but it is not entirely impossible. Here are the top 7 ways you can improve your copy and make it more influential and convincing:

Know your topic
Never write copy about a subject you have little or no knowledge about. If you want to prove you have authority in writing that copy, you should be able to show your audience or readers that you know exactly what you are writing about. Your readers can tell if you’re only bluffing.

Prove your experience
Another way to show you have authority in writing copy is by proving you have the correct experience about the subject. You can’t write about rocket science with authority if the closest you’ve ever come close to a rocket is by watching a fireworks display.

Use your USP

Every product, idea or statement has a USP or unique sales proposition. Find out what yours is when writing copy. The USP will help define your statement and make you stand out from write-ups that have a similar idea. You can use this to your advantage to create authority.Make the statement clear so your readers will understand immediately the message you are trying to put across.

State the benefits and advantages
There will always be disadvantages or limitations to your product, idea or statement. Instead of detailing them to your readers, focus on the advantages and benefits. Tell your readers what it can do and what it can’t do.

If you’re promoting a bicycle, for example, you don’t have to state that it’s not as fast as a car. It can’t fly but it can help its user reach his destination. It’s cheap, doesn’t pollute the environment and can even be an instrument of fitness.

Use facts
Embellishing your statements may sound harmless but the effect on your readers may not be advantageous to you. Consumers and readers are a bit sensitive and they will take it personally if they find that you were pulling the wool over their eyes. There is nothing that works as fast as an overstatement to decrease your credibility. If you want to have authority in writing copy, state only the facts – statements that are easily verifiable.

Back up your claims
Authority in writing copy is similar to writing news stories – you need proof of your statements. If you make one, make sure it’s backed up by details and figures that may be corroborated. If there is a study, research or statement made by an expert that will support your claim, use that as well. So in case someone asks, you can point them to the reference that will support what you said.

Don’t mess with the language
If you want to be trusted as an authority in writing a copy, make sure you take care to show good grammatical and spelling skills. Nothing destroys an authoritative position than bad language because it speaks of carelessness and a lack of knowledge. If you want to be seen and accepted as an expert, show respect for your readers and write well.

This is a continuation of discussing the importance of writing great headlines. Headlines are also your subject lines in your emails. (Six Tips For Writing A Great Headline).

There are effective ways on how to infuse your visitors the sense of urgency your page is trying to convey. Since the most crucial part of your site is the part where the visitors land, headlines are very vital to bring to them your point at the most immediate time possible.

Writing the best headline is not too complicated as many marketers would think; it can be simple if you will follow the right process. Rather than thinking of how you should write your headline, think of what it should say to your visitors. To help you think about a possible headline, listed here are the types of headlines to choose from:

1. News Headline. If your service or product proposes something newsworthy, publicize it on your headline. You”ll naturally use this to present your new product or an enhancement on your existing product. You can make use of words like Now, New, Introducing, Just Released, Finally, At Last or Announcing to make your News Headline more appealing. For example: Finally! A New Diet Pill that Can Work For Just Seven Days!

2. Benefit Headline. Features do not sell but benefits do. To compose a winning benefit headline, you must be overly familiar with your market. This will let you offer them a compelling and powerful benefit driven headline that will easily entice your audience. Research on every little benefit that your prospects are looking for on a product or service. En example of a benefit headline is: Cleans and Whiten Your Teeth…

3. Guarantee Headline. These are headlines which present appealing benefits and guarantee results. If your product or service gives powerful guarantee, let your would-be customers know it by showing it on your headline. For example: Whitens your Skin in just 10 days… Money Back Guarantee!

4. How to Headline. There are many “How Tos” present either in books or sites so you wouldn’t be wrong on this type. Try placing “how to” on your headline and it will really be enticing for your prospects to know what solutions, information and advices you have for their problems. For example: How to Win Back Your Husband…

5. Testimonial Headline. This type of headline utilizes testimonials of customers for the headline. Your customers will sell for you since they will be talking of the benefits they gain from your products. For Example: I Earn A Lot By Just Purchasing this Self-Help Book

6. Question Headline. You must be cautious when using this type. You must be well informed of your market or you may blow your chances of winning them by this advertising drive. The good types of question headlines are those that encourage your prospects to be involved. For example: Have You Turned Your First Date into Disaster?

7. Command Headline. The type of headline which instructs your costumers on what they will do. The command must encourage action through benefit offerings that will really help them. Most effective headlines must start with action verbs. For example: Stop Your Financial Problems!

8. Reason Why Headline. This headline will give your prospective costumers particular reasons why they need to read your sales letter, your website or your ad. These headlines are effective since they include specific numbers and facts. For example: Easy and Fun Ways to Earn $500 From Home.

You can model your headline from the types listed above; but be sure to sizzle your headlines to compel your prospects to read your site. Move beyond the usual and create your headline at a different angle. Add up some new attention grabbing terms and see your sales surge up!

Writing an effective copy headline is a challenge if you know you”re going to issue a call to action in the end, and that action is something that people will be initially reluctant to do like subscribing to an e-newsletter or buying a product. If you want your readers to do something, you need to convince them right away and starting with the very first word of your headline. One more, writing email subject lines are very similar to writing copy headlines.  The same principles can apply.

Offer Something Right Away
If you have something to offer to your readers, something they need and in exchange for what you”re going to ask them to do, make it immediately clear with your headline. When people start reading something online and they aren’t actively seeking information, they want to know what they”re going to get if they continue reading and they want to know what it is right away.

Make It Urgent

People are generally prone to take action if they know they”re running against time. Create a sense of urgency with your headline by telling your readers that your offer only stands up to a certain date or that you”re fast running out of stocks. You can also make it a do-or-die offer; if they let this opportunity slip them by, it’s gone forever.

Take care, however, when using this type of headline as it comes with certain responsibilities. Make sure you withdraw your offer at the stated time. If you”re going to extend the deadline, you better have a good explanation ready so as not to lose your credibility.

Keep It Simple and Powerful

Online copies have to be simple and as headlines are a part of the copy, it stands to reason that they have to be simple as well.

Don’t bother using long and difficult words. They won’t make a difference if no one comprehends them. Aim for powerful words instead. These words inspire action and call strong images immediately to mind. “Make Your Business Live Longer” as a copy headline can be improved, for instance, if you replace passive-sounding words with forceful ones. “Make Your Business Survive” has greater impact compared to the previous headline, don’t you think?

Keep It Short

Yet another requirement for online copies is brevity and naturally, headlines must follow the same rule. As a rule, online readers scan what they read and consequently, they”ll be able to understand a five-word-headline more quickly than a ten-word one.

For a good copy headline, try to lessen the use of particles, prepositions, linking verbs, and other words that won’t make a difference to your readers.

Don’t Try Too Hard

Naturally, funny and witty headlines are better but trying too hard could backfire on you. If there’s no way to make a headline funny or clever then leave it simple. If you manage to get your message across then you’ve done your job.

Use Numbers

They”re easier to recall and they sound more impressive. Instead of simply headlining a copy with “Tips for Gardening”, you can substantially improve it just by adding a digit. “6 Tips for Gardening” encourage people to read more because they know they have six (more than one’s many!) tips to look forward to in a single article.

Review and Revise

You may think you’ve made a perfect headline upon typing the last word, but give it a minute or two and you”ll be able to view it more objectively. Good luck on writing those headlines.

I use a fantastic tool from the Advanced Marketing Institute.  It is called the Headline Analyzer.  It’s free and very effective. Click this link to visit the Headline Analyzer.

1. Use a hand written letter on your ad copy instead of text. Write the ad on a piece of paper, scan it and publish the ad on your web page. Adding a personal touch will always increase your sales.

2. Publish a list of famous and respected customers who have bought from you on your a copy. People will think that if these people bought from you, they should also trust your business and purchase your products. Make sure to get their permission first

3. Show before and after photos for your products on your web page copy. Show the problem picture and then beside it, show the picture of the resolution to the problem when they use your product.

4. Include an article or review that has been written about you or your business with your ad copy. This will show people that your business is respected and will increase your credibility.

5. When you offer free bonuses in your ad copy, also list the dollar value beside each bonus. People will feel they’re getting a good deal and it will increase the value of your product.

6. Hire a famous person to endorse your product or service. Make sure the person is well known to your target audience. Include their picture and statements on your ad copy.

7. Include your own picture on your ad copy. This will show people that you’re not hiding behind your ad copy and will increase their trust. Also, include your contact information below the picture and a brief statement or quote.

8. Tell your potential customers on your ad copy that you will donate a percentage of their purchase price to specific charity. This will show them you really care about the people. They may just buy your product to donate to the charity.

9. Ask your potential customers plenty of yes and no questions in your ad copy. The questions should remind them of their problem and make them think about what will happen if they don’t purchase your product.

10. Tell your potential customers they will receive a free prize if they find the five words in your ad copy that are misspelled or spelled backwards. The longer you can keep someone reading your copy the greater chance of them purchasing.

There are plenty of copywriting courses and books available but I would recommend that you look at three different sources to start: Dan Kennedy/No B.S. Marketing, Roy H. Williams/Wizard of Ads and Jay Conrad Levinson/Guerrilla Marketing.