Trust is difficult to earn, and when you’re writing copy for the internet, that difficulty is increased several hundred fold. With the sheer amount of misinformation and untrustworthy sources out there, your copy needs to be both confident and knowledgeable to not just get people reading it, but to get them coming back to you for your expert opinion.
This can be a bit harder than it appears, but it all comes down to one thing: doing your homework. Writing copy is work, no matter how much of it there seems to be out there that’s worthy of the circular file.
To make sure your writing stands the test of scrutiny and time, you need to be willing to put the work in to making your copy true. People say words are cheap for a reason, but the truly talented content writers make them valuable.
Yeah, we know. This seems obvious, but you’d be surprised (or not surprised, depending on what you read) how little research goes into some of the content on the internet.
Yes, doing research takes time, and finding the right content to reinforce your claims is even more difficult, and hey, you might need to shift the argument of your article depending on what your research turns up.
That’s honestly a great thing. As long as you’re not doing a complete 180-degree turn on your the whole point of your article, having a more nuanced thesis for your copy means that you’re going to be able to clear up any gray areas that your article would have presented otherwise.
It’s easy to lie, but honesty is vital if you’re looking to build an audience, so make sure that your copy is free of errors—both deliberate ones and unintentional errors due to lack of research (see point one).
Good, well-researched content is hard to find, and branding yourself as a reliable source only works if you actually are reliable.
It’s only natural that at some point you’re going to be writing copy about something that you’re not necessarily an expert on. There are two imperatives in this situation (and they may sound familiar):
Do your research.
Not being an expert for a certain topic means that the entire reason people should take your advice on the subject is the enthusiasm you have on it, whether genuine or found. Granted, it might be hard to get enthusiastic about some topics, but it’s one of the best ways to ensure you’re doing your best work because you want to treat your subject right.
When it comes down to it, getting people to believe your copy is all about honesty and hard work. Presenting a genuine take on the topic at hand is key to ensuring that you’re going to write an article that people will remember, and more importantly, share with their friends.
So there you have it: 3 quick tips that you can implement in your copy right away. Do your research, be honest, and don't be afraid not to know everything. You don't have to be an expert. Just do your research and be honest (two important tips that are part of tip 3).
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