Here’s a hard truth: the average conversion rate for purchases is right around 2%. Of course, it can skew up or down depending on the industry or the product, but 2% is a pretty solid estimate. That means that for every 100 people who see an offer…2 people will buy.
That’s on top of the fact that, for most businesses, a lot of money is spent getting those 100 people to even see the offer.
Ouch, right?
Obviously, one of the best ways to affect that number for the positive is to craft compelling messaging that resonates with the target audience and speaks right to their deepest needs and desires.
That’s not easy to do which, of course, is why companies hire us! (And pay us well. 🙂 )
But even beyond great messaging, there’s the simple fact that people buy from people and companies they feel comfortable with. Companies they feel certain are experts. Companies they are confident will treat them well.
Which is where a key copywriting tactic comes in: The KLT factor.
What Does KLT Mean?
KLT stands for “know, like, and trust.” When you can get a target audience to feel that they know, like, and trust the person or company you want them to buy from, it’s monumentally easier to get them to make that purchase.
Think about it: Aren’t the vast majority of companies you buy from companies that you know, like, and trust? And for the ones that aren’t, don’t you grumble about them and swear to find an alternative each time you have to buy? I’m looking at YOU, nearby Shaws Supermarket.
How to Increase the Know, Like, Trust Factor
So, how do you dial up the know, like, and trust factor? After all, it’s not like you can just command people to like your clients or trust them. Trust me! (See what I did there?)
Share valuable, insightful information
The most effective way to make use of the KLT factor is to craft copy that shares valuable and insightful information from your client. Think:
- Myth-busting a common perception that is holding people back
- Teaching something that can give people a quick win
- Conveying a relatable case study that will have your target audience feeling more hopeful and empowered
- Answering questions that your client’s target audience has been struggling with
… and the list goes on.
Demonstrate your client’s expertise
The key is that this information has to be truly valuable to your target audience and has to demonstrate your client’s expertise. Readily and abundantly sharing valuable pieces of information is automatically going to encourage that target audience to feel that they know your client, and getting that information amply and for free (and written in a great brand voice!) is going to encourage them to like your client.
But the clincher is that all of this valuable and insightful information is also building up your client’s expertise in the mind of their target audience, and also encouraging them to trust your client. The simple fact is that when someone shares a valuable piece of information (and especially when they bust a common myth or share how they’ve helped another customer), they automatically attain a level of expertise in the minds of the target audience.
Where to Add KLT Elements to Your Copy
Where can you add these elements to your clients’ marketing? You have a great opportunity to amp up the KLT factor across their website, of course, with client testimonials, case studies, your clients’ personal bio, and any opportunities to teach on the site.
But you also have a prime opportunity to do this in your client’s opt-in freebie and in the nurturing email sequence that your client will send following that freebie. After all, the freebie needs to convey valuable information in order to get people to sign up for it, right? And then, once they’re on the email list, a nurturing sequence is the perfect way to keep that audience engaged, excited, and invested in learning from your client.
The KLT factor is a marketer’s secret weapon and, as a skilled copywriter, you’re just the person to wield it.
Your turn! Which brands (companies or people) have done a great job of gaining your loyalty through the KLT factor? Let me know in the comments below!
Last Updated on October 17, 2023
I have been particularly impressed with Darn Tough Socks.
They appeal to the frugal, American, home made, quality-seeking type of people.
Their copy on their website is awesome.
In fact, I was trying to do a spec ad for fun on their products, and I couldn’t manage it: They did a beautiful job already.
Hi Kelli,
Fun – they’re new to me! Remember, though, that spec ads aren’t about improving on what they’re doing; they’re about creating *another* marketing piece in that brand’s voice. If they already have a great voice and style, that sounds like a prime opportunity to create a spec ad and demonstrate how adept you are at taking on that voice! 🙂
Thanks for commenting!
Nicki
The copy that’s written should be the item that’s desired to be irresistible,– not the client. The heading of the article alone makes me wary enough to not take the rest seriously.
Hi Lorenzo,
I’ll strongly disagree – the sale of a product or service is significantly easier to make when a customer also likes, knows, and trust the company providing it. You’re welcome to be wary of the post, but that principle is a pretty standard marketing tenet.
Thanks for commenting,
Nicki