Winning copy are always credible.

Credibility is the ability of your copy to sound believable.

Honesty and integrity isn’t enough when you’re writing copy;

It also has to sound believable.

Your customer believe in a deal that may sound as too good to be true.

Integrity makes them have confidence in you,

Honesty shows that you’re telling the truth.

But Credibility makes them believe you.

You build credibility in your copy by

Avoiding clichés
Making rash statements
Staying away from exaggerations.

One other thing affects credibility is not giving answers,

Or resolving objections that are raised in the mind of the reader.

Your consumers need assurances about the product.

To this end, they’ll always have questions about the product.

Your job as a copywriter is to pre-empt these questions,

And address them in your copy.

A failure to do this will result in neglect on the part of the consumer.

This reduces your credibility and you may lose more consumers to this.

Always make sure to anticipate and address whatever objections that may arise.