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Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?
Tone it down. Even if it is possible, your claim that dieters can lose 50 pounds in a month probably won't be believed. Make it more realistic and representative of typical results.
Get customer testimonials. Let them see that others have had great results. Testimonials should be specific and include the customer's real name for the most credibility.
Get endorsements from experts. Respected authorities who say that your product or service is good make you look good.
Positive media coverage will make you a star. Media coverage provides an implied endorsement from a respected source.
Show a track record. Have you been in business for 20 years? Customers are more comfortable doing business with someone they believe will be around if there is a problem after the sale.
Make yourself accessible. Give a phone number or e-mail address where customers can contact you (or support staff) directly with questions. Phone numbers are especially valuable in creating the awareness that you are approachable by clients. Add live chat at your web site to resolve support issues.
Cite statistics from a reputable source to back up your claims. There is a joke that 67.8% of all statistics are made up on the spot. When you use statistics, tell where they came from.
And, never make claims that aren't true. If you are caught in a lie, it can be difficult or impossible to reclaim the trust of your customers.
Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with creative strategies that help your business excel. Get free marketing tips and discover what she can do for you at http://www.IdeaLady.com/.
Stop Burying Digital Advertising
Inside Higher Ed (blog)
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SEC FORM 4 - SEC.gov
SEC FORM 4 - SEC.gov
Lisbon Tech International Advertising Festival Now Open for Entries
Branding in Asia Magazine
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PR Newswire (press release)
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The Fashion Law (blog)
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The Fashion Law (blog)
“With a catalog spanning thousands of titles and a diverse member base spanning over 137 million accounts [in over 190 countries], recommending the titles that are just right for each member is crucial,” according to Netflix. In order to not only ...
We are Social Media (press release) (blog)
Facebook Is Testing Multi-Brands Advertising Units
We are Social Media (press release) (blog)
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Advertising Budgets Are Misaligned with Consumer Behaviors – New Research from ClickZ
From traditional search engines to ecommerce websites, and from vertical-specific retailers to visual search, this research seeks to understand how and when consumers use specific channels and how advertisers prioritize each channel. Significant ...
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