The Type of Content That Quickly Builds Trust and Credibility with Your Customers

Burger King Ad

I've been home in the UK for 3 days, and while I know it's supposed to be summer, the temperature hasn't gone over 14C, and everyone's wearing jumpers and jackets, and I'm beginning to doubt the weather person's prediction for a heatwave

That's not to say it won't happen, but I'm not sure how much trust to put in their words

Similarly, the UK is currently in election campaign overdrive (Don't worry - This isn't going to be a political post), and it's hard not to notice the way words are used to frame different candidates. Words like "Incompetent,"; "Out-of-Touch," and "Corrupt" have been splashed on newspapers as a way to instill fear about the competition.

And it's the same in copywriting - Companies often draw comparisons with their competitors as a way to make themselves sound better than the alternatives.

But here's the thing: most brands craft content to build trust on a superficial level, and using the "We are Better than...." framework comes with pitfalls.

Pepsi's "Taste OK" campaign pointed out a design flaw in Coca-Cola's logo and packaging: Highlighting the phrase 'OK' and asking Why settle for 'OK' when you could choose Pepsi Max?

Unfortunately, this type of ad gave their competitors a lot more free exposure - Coca-Cola appears more visibly than Pepsi, with some even thinking it was an ad for KFC rather than Pepsi.

Burger King, on the other hand, who most notably often presents itself as No. 2 to McDonald's, created one of the most eye-catching and impactful campaigns by doing something different....

Using the Show Not Tell strategy, rather than telling customers they didn't use artificial preservatives as a reference to photographs by Karen Hanrahan* BK showed a time-lapse of their burger rotting.

So, what does it mean to "show, not tell" in your B2B writing?

Don't get me started, but I absolutely despise sentences that start with

"We are committed to..." or "We are striving..." Generic Fluff means nothing.

Take a look at how Coca-Cola writes about its packaging sustainability goals.

Now Read Innocent Drinks.

Can you feel the difference?

Rather than obscuring your goals and processes, being specific makes you more trustworthy.

What does that look like in B2B writing?

Take for example, Maclaren's Net Zero plans. The use of technical words, hoping it will make them sound authoritative, often lacks substance and has the opposite effect.

Your Readers will place more credibility when you are specific and concrete with your detail. Lendlease's sustainability goals are more transparent and makes their audience feel like they are "committed and striving" for sustainability.

How do we put this into action?

Here are some strategies to help you apply the "show, don't tell" technique in your copywriting:

1. Use Sensory Actionable Details

Incorporate sensory language to create a more immersive experience for your readers.

You can describe the look, feel, taste, smell, or sound of your product. You can place an image of your product being used in their lives.

Instead of "We help automate your emails," Try "Throw away your spreadsheets and celebrate inbox zero from Day 1."

2. Share Stories and Examples

Real-life stories and examples are powerful tools for illustrating the benefits of your product or service.

Case studies, testimonials, and anecdotes help readers understand how others have experienced success, making it easier for them to trust similar outcomes for themselves.

Remember, customers trust what others say about you more than what you say.

3. Anchor Your Reader using the Power of Metaphors and Analogies

Metaphors and analogies enable you to communicate complex ideas or concepts in a way that's easy for readers to understand and relate to.

By likening your product or service to something more familiar, you can help potential customers grasp its value and relevance.

4. Tap into Emotions

Emotions play a significant role in decision-making.

Consider how you want your readers to feel after they've read your content. What will lead them to take action? While fear creates urgency in their decisions, a positive emotion helps them overcome any potential objections.

5. Be Specific

Provide concrete details and examples to support your claims. This approach lends credibility to your copy and helps them apply your benefits to their real-world applications.

Don't use valueless, vague words. Use your customers' words when they describe their problems and desired outcomes.

Incorporating the "show, don't tell" technique into your writing builds trust. There's something about seeing that leads to believing rather than being told.

Think about how your copy shows your customers why they should use you.

I'm off to chase some sunshine. If you find this issue helpful? Subscribe to my Weekly Newsletter

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*in 2008, Karen Hanrahan published a photo on her blog, Best of Mother Earth, featuring a McDonald's hamburger she'd purchased in 1996. The burger appeared nearly identical to a freshly made one despite being 12 years old. She concluded that the food item had no nutritional value and was essentially "chemical food.")