Copy strategies: Build your brand authority
It’s a pretty innate human tendency to listen to an “authority” and look to that “authority” for direction.
The quotation marks here are deliberate, because by “authority”, I’m talking about perceived authority: someone or something that a person considers a trustworthy leader and a reliable and credible source of information.
For example, if you’re a millennial or Gen Z fitness junkie, you probably have your go-to fitness guru who you consider an authority figure in the space. You’re likely to follow their directions, believe what they say, and turn to them for guidance. You trust them, on some level, to lead you down the right path. To you, they’re reliable and credible. To someone else, they might be a nobody.
As another example, if you’re really into basketball, you might consider LeBron James to be an authority figure in the space. If he raves about a certain shoe, you’re probably likely to heed his advice and be a fan of the shoe yourself. If he disses a coach, you might be swayed to think negatively of that coach, too.
We tend to support, follow, and listen to those we deem as “authority figures” in certain spaces.
So what does this have to do with copywriting? Well, read on and find out.
Why is it important to build brand authority?
This one is pretty simple. When a brand is considered an “authority” in a certain space, someone is more likely to engage with that brand and take action (aka: buy or sign up for something!). That’s because that brand is credible, reliable, and trustworthy in consumers’ eyes.
Consumers are going to turn to that brand for something before they turn to its competitiors. They’re more favorable because of their “authority”.
Plus, the strategies that are used to build brand authority also overlap with other beneficial strategies, which I’ll get into below.
How can I build brand authority?
Brand authority can be built in quite a few ways, many of which involve really good copywriting. Here are some of my favorites:
Informative SEO blog content:
Blog content that answers your audience’s questions and offers quality, relevant information shows people that (1) you know your stuff, and (2) you’re willing and happy to help educate people. The bonus here is that SEO blog content - when done correctly - can help you appear in more internet searches, improve your rankings, and get more website traffic, engagement, and leads.
Message consistency
Being consistent in your messaging across all channels improves credibility and trustworthiness. Consistency helps your audience know what you stand for, what value your brand offers, and what they can rely on you for. While taglines, body content, and other copy will vary in emails, on web pages, and in advertisements, the underlying messaging should always be the same.
Display (positive) testimonials and reviews
Positive words from customers/clients shows your audience how awesome you are. It’s basically proof that you’re legitimate and trustworthy, and that you do the things you say you’ll do. This strategy is also a great use of social proof!
Use authority figures
Have you seen those toothpaste commercials where actors in white coats endorse a certain brand? Of course you have. They’re everywhere. In these commercials, those toothpaste brands are using people we already view as toothpaste “authorities” - dentists, or actors dressed like dentists - to build their own brand credibility. Other brands can do the same thing. For example, a fashion brand might talk about how a famous supermodel wears their clothes and supports their brand, in order to help build their authority.
User experience
This one has a little bit less to do with copywriting, but it’s super important. To support your brand’s authority, make sure consumers have an awesome, easy experience on your website. Your customer service should be top-notch, too. People are generally more likely to deem a brand as trustworthy and reliable if they have a great online experience with them.
TL;DR
Building your own brand authority in your space can help more consumers trust you, turn to you for services/products, and engage with you…instead of your competitors.
There are many ways to build brand authority, many of which involve good copywriting. These include: SEO blog content, message consistency, testimonials, endorsements from other “authorities”, and positive user experience.
Want to chat about building your brand authority with effective copywriting? Let’s chat!
Have an awesome day (or night),
Megan
