How to use the power of quotations to instantly earn trust and authority
One of the easiest ways to get attention to any marketing piece you write is to start with a famous quote. Because of their structure, quotations are visually appealing. The reason for this appeal is because in people’s minds, quotations are directly related to dialogue… and dialogue brings text to life.
Quotations are one of the most powerful copywriting techniques. When used correctly a quotation can get your point across quickly, with subtlety and elegance. They can also be used to say virtually anything that must be said, without the risk of sounding too brash or alienating your audience.
Fortunately, this simple copywriting tactic is often overlooked by novice copywriters, and thus its effectiveness remains intact. And to keep it that way, we must never overuse it. But again, that’s true for every copywriting device, isn’t it?
Moving on…
Where do quotations draw all their power from?
Studies have proven that we are much more prone to listen carefully to figures that we consider to be an authority. We trust authority figures.And if you learn how to use quotes strategically, this trust and authority will get transferred to you by proxy. And all you need to do to leverage it, is select the right quote to use in your writing.
And I’m not the only one to say it… just take a look at this quote:
The fact is that we all LOVE quotations. We find them absolutely irresistible. We use them, we talk about them, we share them. Just take a look at the sheer amount of quotes and sayings scrolling every day across your twitter or facebook timelines.
How to use quotes and quotations effectively in copywriting
Try using a quote at the start your next sales piece; however, make sure you follow two very important criteria when selecting the quote you’ll use:
a) It needs to be relevant.
If not relevant to the product or industry, it needs to be relevant to the point you’re trying to get across… or at least to the topic you’re talking about at the specific point in which you’re inserting the quote.
For example… Let’s say you’re writing a video sales letter script for the “crossfit” niche. In this case, if you’re not able to find a quote directly related to crossfit, you could use one that talks about determination, aspirations or even about success.
b) It needs to be short.
Keep in mind that the whole idea of using a quote is to make your text appear lively, like dialogue. If you use a long quote, it pretty much misses the point.
Where can I find good quotes to use on my copy?
The easiest way to find the right quote is by searching one of these sites:
…You’ll soon find that quotes can often bring you the inspiration you need to keep your fingers moving swiftly over that keyboard.
Many of the quotations from the above mentioned sites do not cite the sources. In fact there are misquotes and even fake quotes too.
It’s true that certain websites may not adhere to the quality standards we’d like them to have. That’s why it’s a smart thing to do your own due diligence before publishing anything (especially when writing for a client). :)
it also helps to use quotes on twitter to build an audience.
It absolutely does. Images with nice backgrounds and quotes on them are a good way to go viral.