Happy Mother’s Day to all the mothers in the 50 countries celebrating today! As parents, we can attest to the beautiful, yet challenging journey of parenthood. Regardless of the ups and downs, we persist in our efforts, always striving to improve. One of the most challenging aspects for me, personally, has been the fulfillment of promises, especially those made to my daughter.
I remember once, amidst our many international relocations, my daughter asked for a dog as a pet. The simple request came with a complex promise: to keep the dog regardless of which country we moved to. This taught me a crucial lesson about commitment, trust, and promise-keeping. This lesson extends beyond the realm of parenting and into my professional life as a copywriter.
The principle of keeping promises is a fundamental aspect in the world of copywriting. I recently came across an article titled “The Only Time to Use the Word ‘We’ in Web Copywriting”, which offers intriguing insights into this concept.
In the realm of copywriting, making and keeping promises is a fundamental principle. A fascinating article titled The Only Time to Use the Word ‘We’ in Web Copywriting by CopyHackers delves into this principle. It highlights the importance of trust-building with customers, which can be effectively achieved through specific, transparent, and honored promises.
In general, using the word “we” in copywriting is discouraged as it tends to center the organization rather than the customer. However, an exception exists when “we” precedes a promise, as in “We promise…”
Promises can serve as a potent tool to dissolve customer skepticism and foster deeper trust. We can learn from big brands like Pizza Hut, who made specific promises to deliver a pizza in less than 30 minutes, otherwise, it’s free. However, the promise doesn’t have to be grandiose; even a straightforward commitment can still instill trust.
To craft a compelling promise, consider your customers’ desires and worries. For instance, a consultancy could promise tailored software selection assistance or a web-based home security service could guarantee continued protection even during power outages. Your promise should highlight your unique strengths over competitors and address customers’ wants and concerns.
Once you’ve identified a realistic promise, make sure you can deliver on it. Display it prominently on your website. It could serve as a headline, subhead, or click-trigger near your primary CTAs. Start with “We promise” or “Our promise to you” to capture attention and foster trust.
Remember, the promise is not a tagline, but a specific commitment that must be unmistakable and kept. It’s an opportunity to talk about your commitment to your customers, and it’s crucial to live up to that commitment!
