Prospects are understandably skeptical of claims.
Who hasn’t been burned many times buying something that sounded good?
Goes back to ancient times. “Caveat Emptor” the Romans used to say – “Let the buyer beware.”
Your marketing HAS TO take this into account. It is often the critical difference between marketing success and failure.
It is about building trust and confidence.
How do you do it?
1. LOOK professional. Look the way you should look, for the business you are in. I am referring to the look of your website, sales materials, everything.
2. Use testimonials to the max, especially video testimonials (see “Testimonials – Good to Best.”
3. Get endorsements. As opposed to testimonials, an endorsement is from an authority who carries weight with those you are trying to reach. In some fields, endorsements are huge (books for example).
4. Show meaningful credentials. “BBB Accredited”, “Board Certified” and others carry weight with people.
5. Show people you actually exist. Sounds funny, but especially with the Internet, people worry that you are located in Indonesia or are some kind of scam or ….
So show pictures of your building if you have one, a real street address, a non-800 phone number, photos of yourself and staff, etc.
6. Provide case studies, especially ones that match with testimonials with contact information where prospects can actually call and talk to the person. People rarely will, but it is majorly reassuring.
This is important.
Proof
