Engaging content 2: Building credibility

19th June 2012 By Louise Stephens in Copywriting

You love what you do. How do you get your email recipients to buy into what you do, sign-up for your service or buy your product, and consistently do business with you? We’ll show you how you can build credibility using effective content and copywriting skills to ensure your email marketing campaigns shine. This is part two in our engaging content series.
Your audience need to believe in you. Your email copy needs to be:

  • Meaningful 
  • Helpful
  • Results-oriented
  • Confident

Making your content meaningful

Make ALL your content meaningful; it has to make sense to your audience why you are talking to them. Don’t use fluff that confuses them, don’t waffle, get to the point and make it useful. If you are only good at one thing, tell them about that thing and why you are the best. There is no need to pad it out; it should all be summed up in one paragraph. Be the provider that really understands their target audience.

Is your content helpful?

Don’t assume that your customers will come to you and know what to do. Tell them what you want them to do.

When your email lands into your target audience’s inbox the primary message must be clear and helpful. Providing you have done this their next question will be ‘what do I do now?’ 

Make sure you have a clear call to action, whether it is click- through to your website, like you on Facebook, follow you on Twitter, sign-up to an event or download an e-book.


Don’t just list what you do…give your audience useful information and an education on how you are better than your competitors. Don’t make them do the research, just show them why you are the best at what you do, and then prove it using case studies, testimonials and guidance.

Describe what the benefits are to them if they work with you

What amazing things will they get from you if they become one of your clients?

Don’t be afraid to talk about your competitors, after all you are better than them… Right?

This is all about connecting with your audience; once you know who it is you want to reach, what you are going to say to them and how you plan to reach them through your networks, it is vital to not forget what you want from them, and then ask for it. 

Be confident without being conceited

This can be really hard when you love your company and want to showcase all of your achievements but it is so important to get this right. Not enough confidence and people won’t trust you, too much and people will think you are arrogant.

For example show off your top three most relevant accolades but don’t put a link to the other 500 that you have… it is too much!

Make the content credible but do not over promote, showcase your confidence whilst being humble it then becomes endearing to the reader rather than boasting about how great you are.

This is part two of the engaging content blog post series. Check out part three - why consistency is key - and tell us what you think!

Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.