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3 must-follow marketing copy rules to win your prospects’ trust


When your prospects walk into a sales call with little or no research, they expect one thing from your marketing team: trust. The key to building that trust lies in how your marketing copy addresses their problems, presents solutions, and offers insights they can’t find elsewhere. Let’s break down the three rules you need to follow to help your copy hit the mark and turn leads into customers.

About men, minivans and important decisions

Since my wife and I have four children – and this is practically required by law – we own a minivan that our children have named “Hercules”. Everything worked great for five years until about a year ago, when things went downhill — leaking oil, screeching while driving, and tires wearing out faster than normal.

The dealer mechanic told me, “Your head gasket is not sealing, so it’s leaking oil and the control rods need to be replaced.” He might as well have said, “Your flibber doesn’t seal to Connectigazoink and is leaking fluid.” I don’t know. I’m not a car guy.

What I do know is I’m looking at a barrel of $3000 in repairs and I’m not sure the Hercules is worth that much. Another research project was added to my plate — checking the Hercules’ resale value and comparing it to the cost of repairs and the cost of a new or used vehicle. Then I have to decide whether to keep the Hercules because it paid off or sell it and buy a new car.

This type of deep research into a major purchase decision is rare. With the internet at our fingertips, you’d think that everyone would research every purchase, but they don’t. A recent study found that while 96% of prospects conduct some form of research, only 25% of prospects do significant research before a phone call.

Think about it: 75% of the prospects your marketing team has worked hard to land approach your sales call with little or no research into their problem, your company, or the solutions you offer.

It is a significant opportunity. You and your competition are all playing the same game, and your potential customers set the rules. Until now, no one knew what they were, but you will after you finish this article.

Dig deeper: The Art of Natural Direction: How to Guide Your Readers Without Forced CTAs

Rules of the marketing game

Clients who walk into a sales call with little or no research still expect three things from your team. If your marketing copy can knock it out of the park before they even enter the conversation with your sales team, it will go a long way toward building trust and credibility and making getting a “yes” that much easier.

Rule 1: Understand and articulate problems better than your expectations

Your potential client expects you to understand and articulate their problems better than they can themselves. This means your team should understand all the details from every angle. If your team can’t understand and explain the situation better than your prospects, that’s the first problem.

Rule 2: Know all available solutions

Potential customers expect your team to know all potential solutions. A cognitive bias called the “halo effect” makes prospects believe that if you can articulate their problem better than they can, you must also have a solution.

This assumption—and the trust that comes with it—disappears quickly if you can’t demonstrate your knowledge of all available solutions and where each works or fails. This is often the most critical moment. It’s where you build trust and demonstrate your expertise. If your team can’t clearly explain the differences between the solutions, it’s the second strike.

Rule 3: Deliver unique insights

Your potential customers expect you to provide them with insights they can’t get elsewhere. Real value comes from synthesizing ideas into customized solutions, combining your understanding of the problem and potential solutions, and applying them to the prospect’s situation. If your team can’t leave your prospect saying, “I never thought of that before,” or “Wow, I never would have come up with that solution,” that’s the third warning.

Without these three elements, your sales and marketing teams fail to establish trust and credibility and won’t win sales. Unfortunately, data shows that one out of every two sales and marketing teams go on strike.

Dig deeper: Are these email subject lines deceptive, clever copywriting, or bad data at work?

Gameplay: Victoria’s Secret vs. HubSpot

Now it’s time to see how these rules look in the game.

Victoria’s Secret: The Unsexy Breakdown

In 2021, Victoria’s Secret faced criticism from social media influencers, such as women’s soccer star Megan Rapinoe, who blasted the lingerie manufacturer and retailer for “defining sexiness through the male gaze.” Victoria’s Secret took the professional football player’s business strategy advice and eliminated everything that made the brand stand out as “sexy” and replaced it with “inclusivity.”

The result was devastating. Within 24 months, they lost $1.3 billion, or roughly $2.5 million a day. The change in strategy was the equivalent of Wile E. Coyote using a rocket that exploded right under him.

The company’s fundamental mistake was misunderstanding the fundamental problem of its customers. People hire Victoria’s Secret to help them feel sexy and empowered. Instead of completely changing course, they should have demonstrated their understanding of the problem and solution and provided insight.

It could look like advertising campaigns that show stories of different women using Victoria’s Secret products to feel sexy and confident in different situations.

  • This would show that the company understands the problem that women face.
  • This could show alternative solutions they considered.
  • It could highlight why women chose Victoria’s Secret over other options in their unique situation.

It could show millions of women how Victoria’s Secret can do the same job for them.

Now let’s compare Victoria’s Secret to HubSpot, whose marketing does an exceptional job following the rules.

HubSpot: Most Valuable Player

HubSpot doesn’t just sell tools. It has built an entire ecosystem focused on understanding and solving problems faced by its target audience.

  • His blog discusses these challenges, presents competitor tools or alternative strategies, and offers unique insights on how readers can solve their problems.
  • HubSpot’s annual “State of Marketing” report also provides exclusive data that potential customers can’t find anywhere else.

Through these efforts, HubSpot has established and strengthened its credibility as a partner in increasing marketing effectiveness. It works because HubSpot first shows that it cares about its audience’s problems, proves its expertise, and offers unique, useful solutions.

Dig deeper: Is your email or sales copy persuasive?

At bat: Why every piece of content counts

In marketing, every piece of content is your turn. Your prospects want you to knock them out of the park, but you can only do that if you play by the rules:

  • Showing a deep understanding of their problems.
  • Mapping of all available solutions.
  • Giving you tailored insights that I can’t find elsewhere.

When you do this, you transform from just another player to a most valuable player and trusted coach.

That’s why your copy is so important. When he follows the rules, it’s the first step toward establishing your credibility and building a long, profitable relationship. All van dealers who try to get to know me better follow the rules!

Contributing authors are invited to create content for MarTech and are chosen for their expertise and contributions to the martech community. Our associates work under supervision redaction and contributions are checked for quality and relevance to our readers. The opinions expressed are their own.



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