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

When your prospects walk into a sales call with little to 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 three must-follow rules to help your copy hit the mark and turn prospects into customers.

Of men, minivans and major decisions

Because my wife and I have four kids — and it’s practically required by law — we own a minivan, which our kids named “Hercules.” For five years, everything ran great until about a year ago, when things started going downhill — oil leaks, grinding when we drove and tires wearing out faster than normal.

The dealer mechanic told me, “Your head gasket won’t seal, so it’s leaking oil and the control arms need to be replaced.” He might have also said, “Your flibber isn’t sealing to the connectigazoink and it’s leaking fluid.” I don’t know. I’m not a car guy.

What I do know is that I’m staring down the barrel of $3,000 in repairs, and I’m not sure Hercules is worth that much. I got another research project added to my plate — checking Hercules’s resale value and comparing it with the cost of repairs and the cost of a new or used vehicle. Then I get to decide whether to keep Hercules because he’s all paid off or sell him and buy a new car.

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

Think about that: 75% of the prospects your marketing team has worked hard to acquire are stepping into a sales call with little to no research into their problem, your company or the solutions you offer.

That’s a significant opportunity. You and your competitors are all playing the same game, and your prospects set the rules. Until now, nobody knew what they were, but you will after you finish this article.

Dig deeper: The art of natural funneling: How to lead your readers without forced CTAs

The rules of the marketing game

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

Rule 1: Understand and express problems better than your prospects

Your prospect expects you to understand and express their problems better than they can themselves. That means your team should understand the ins and outs of it from every angle. If your team can’t understand and explain the situation better than your prospects, that’s strike one.

Rule 2: Know all available solutions

Prospects expect your team to know all the 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 the solution. 

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

Rule 3: Deliver unique insights

Your prospects expect you to deliver insights they can’t get elsewhere. True value comes from synthesizing ideas into custom-fit 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’d never thought of it like that before” or “Wow, I never would’ve come up with that solution,” it’s strike three. 

Without these three elements, your sales and marketing teams fail to establish trust and credibility, and they won’t win the sale. Unfortunately, data shows that one of every two sales and marketing teams is striking out.

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

Playing the game: Victoria’s Secret vs. HubSpot 

Now, it’s time to see what these rules look like in play.

Victoria’s Secret: An unsexy meltdown

In 2021, Victoria’s Secret faced criticism from social media influencers, like women’s soccer star Megan Rapinoe, who condemned the lingerie manufacturer and retailer for “defining sexiness through the male gaze.” Victoria’s Secret took the business strategy advice of a professional soccer player 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 approximately $2.5 million daily. The strategy shift was the equivalent of Wile E. Coyote using the rocket that exploded right under him. 

The company’s fundamental mistake was misunderstanding its customer’s core problem. People hire Victoria’s Secret to help them feel sexy and empowered. Instead of completely changing course, they should’ve demonstrated their understanding of the problem and solutions and given insight. 

That might look like ad campaigns featuring stories of diverse women using Victoria’s Secret products to feel sexy and confident in different situations.

• It would show the company understands the problem women are facing.
• It could show the alternative solutions they were considering.
• It could highlight why the women chose Victoria’s Secret over the other options in their unique situation.

Doing so could show millions of women how Victoria’s Secret could 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 isn’t just selling tools. It has built an entire ecosystem focused on understanding and solving the problems its target audience faces. 

• Its blog discusses these challenges, presents competitors’ 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 prospects can’t find elsewhere. 

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

Dig deeper: Does your email copy persuade or sell?

At bat: Why every piece of content counts

In marketing, every piece of content is your turn at bat. Your prospects want you to hit it out of the park, but you can only do that if you’re playing by the rules: 

• Demonstrating a deep understanding of their problems.
• Mapping out all available solutions.
• Delivering tailored insights they can’t find elsewhere. 

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

That’s why your copy is so important. When it follows the rules, it’s the first step toward establishing your credibility and building a long, lucrative relationship. Any van dealers trying to pitch me better follow the rules!