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Advertising Resource Center |
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Prove It! - Give Your Marketing and Advertising More Credibility
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/.
MORE RESOURCES: Public workers are scouring churches and libraries to find workers—mostly male—who have been sidelined for years Despite a roaring start for the Standard & Poor's 500-stock index in 2012, volume is low, equity-fund redemptions persist, and valuations are the lowest since 1989 After numerous customers accused JPMorgan Chase of gouging them on debit-card transactions in checking accounts, the bank had sought to make them arbitrate claims The 2012 bonus season is a lot less festive Jan. 30 (Bloomberg) -- Bloomberg's Su Keenan reports on plans to cut pay and reduce bonuses at investment banks. U.S. farmers will plant the most acres in a generation this year, led by the biggest corn crop since World War II, taking advantage of the highest agricultural prices in at least four decades. China’s decision to allow Citigroup Inc. to issue credit cards may signal an opening of the banking market as the government relaxes restrictions that are the subject of a U.S. complaint at the World Trade Organization. Julius Baer Group Ltd., the Swiss wealth manager founded in 1890, fell the most in three months in Zurich trading after saying it expects to pay a fine to resolve tax matters with the U.S. and as profit declined 27 percent. Fidelity National Financial Inc., the largest U.S. title insurer, is weighing restaurant investments after exiting some insurance businesses at a profit, Chief Executive Officer George Scanlon said. The California State Teachers' Retirement System, or Calstrs, intends to question in a letter the controlling power amassed by Facebook Chief Executive Officer Mark Zuckerberg By trying to help distressed homeowners without appearing to bail them out, the Administration would leave borrowers submerged Analyst Buck Horne downgraded homebuilders and says the spring selling season may disappoint again Rebound from the recovery from Thai floods, and explosive growth in mobile technology make tech stocks a good pick Companies are scrambling to handle a torrent of data, pushing them into bigger M&A frenzy since 2007 Feb. 6 (Bloomberg) -- Andrew Economos, head of sovereign and institutional strategy Asia ex-Japan at JPMorgan Asset Management in Hong Kong, talks about Europe's sovereign debt crisis |
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