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What your customers really mean When they say you're too expensive

Small child anticpating their parent winding up a jack in the box and bursts into tears when it pops

Imagine being asked to buy a sealed plain box for $100

You don't know what's in it.

Would you still buy it?

Most people would say no

Their answer may depend on several factors

Who's offering it to you

Whether you can trust them

What the package looks like

How heavy is the box

Building Customer Trust is one of the hardest types of copywriting especially for those who may be new to the market

Yet in the world of business, building customer trust is an indispensable foundation for success.

Paula Green, a revered copywriting expert, pioneered techniques that resonated deeply with customers and created lasting bonds.

Let's delve into her strategies and explore modern examples that have excelled in building trust through their copywriting.

Avis No 2 aD

Avis "We Try Harder" – A Classic Case of Trust-Building Copywriting

At the time, rental cars were seen as a necessity for the traveling business person with many car rentals located at the airport. They were known for being shoddily cared for with customers often "putting up" with the terrible service.

Paula's first ad "Avis is only No. 2 in rent a cars. So why go with us?" was nearly rejected. Many in the agency felt that emphasizing being No. 2 was a put-down. Back then, acknowledging any sort of brand weakness was seen as encouraging your customers to wonder why you’re stuck in second place?

Paula sent researchers to airports to get feedback only to report that 50% of people thought that No. 2 meant “not as good as.” Normally that would kill a campaign. But Bill Bernbach asked “What about the other 50%?” and so the campaign ran. Paula later said in interviews, “We were really creating an operating manual for the company, saying you had to give customers a clean car, windshield wipers had to work, cars had to have a full tank of gas.” The ad played on the biggest pain points that the consumer could potentially experience when renting vehicles. All of these points were highly relatable and played upon being the underdog and always having to trying harder.

Aivs Number 2 cop yad

Paula has often acknowledged, that the line ‘We Try Harder’ gave a nod to the workplace obstacles she faced as a woman. The ads were an instant hit. Within a year, Avis went from losing $3.2 million to earning $1.2 million — the first time it had been profitable in more than a decade. Four years later Avis had increased its market share from 11% to 34%. And they used the line for the next 50 years

So how can you do the same: Authenticity: Paula's approach hinges on authenticity. In a world where consumers crave genuine connections, copy that reflects the brand's true values and purpose fosters trust. Understand your brand's identity and infuse it into your copy to resonate with your audience on a deeper level.

Patagonia Don't buy this jacket ad

Patagonia weaves trust into their copy by being unapologetically transparent. Their "Don't Buy This Jacket" campaign encouraged customers to think twice before purchasing making sure to emphasize the longevity of their products and align their values with those of their environmentally-conscious audience.

Be Consistent with your Message: Consistency in messaging and tone is key to building trust. Ensure that your copy aligns with your brand's values across all touchpoints. Consistent language fosters recognition and reliability, reassuring customers of your brand's integrity.

Apple Mac Product Description

Apple's product descriptions are a prime example of trust-building copy. They focus on the user experience, emphasizing simplicity, functionality, and craftsmanship with their attention to detail being one of the reasons customers trust them. Their products and platforms all share the same message.

Be Transparent: Admitting imperfections and demonstrating a willingness to improve builds credibility. Whether addressing product limitations or sharing behind-the-scenes insights, transparency reinforces trust. "Why most Businesses Fail to use Self Awareness in their Communications"

Warby Parker Landing Page

Warby Parker: Warby Parker's "Home Try-On" copy reassures customers by removing the uncertainty of online eyewear shopping. By emphasizing the convenience and risk-free nature of their service, they ease potential doubts, allowing customers to trust in their ability to find the perfect pair of glasses.

Paula described her approach like this “I believe in words, they should come from the heart of the matter, I always feel I must first make a sensory connection, a gut connection, about how I feel about something before I do it.”

Her copywriting legacy continues to inspire trust-building strategies that resonate with modern consumers. By embracing authenticity, transparency, empathy, and consistency, brands can forge meaningful connections with their audiences.

Just as Avis transformed its second-place status into an advantage, today's brands can leverage effective copywriting to not only build trust but also stand out in a crowded marketplace.

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