How to Building Trust in Your Marketing Message

Trust is a central point  in marketing. Without trust in your message and your product, the whole exercise of marketing is fruitless. But the question is:

How do you build trust in marketing?

You can do that in so many ways. But for purposes of this article, let’s look at these areas:

*Use testimonials – yes, this is an old technique and yet it still works. These testimonials are praises from past satisfied customers. Your word against a customer’s word, who do you think people will trust? Of course, the past customer. After all, he is the one who has tried your product or service before. Nearly all human beings depend on the experience of other people to make their decisions. This includes their buying decisions. We all want to experience the good things other people have experienced and avoid the unpleasant ones. So there’s no doubt testimonials carry tons of persuasive weight in marketing. But is it all testimonials that will do? Of course not. Any testimonial that stinks of manipulation and hints of insincerity is counterproductive. Testimonials should come from the heart of the customer and be sincere. They should not leak traces of ulterior motive.

So how do you make testimonials really solid marketing pieces, ones that are credible? Here are a few things that will be helpful:

  1. Use full names of customers for testimonials – with their permission.
  2. Give location of customers and contact details, if possible. The chief aim of testimonials is to show proof that real human beings have benefited from your service or product. This why you should consider including some details so that past customers can be contacted to confirm their experience with your product or service.
  3. Provide their job descriptions and titles. Authority carries marketing weight. Titles such as Doctor, Engineer, Professor etc. all add a lot of weight to your claims. Don’t forget that.
  4. Use specific testimonials, but not general ones. A good testimonial should spell out clearly how your product or service helped the customer achieve a particular thing. Achievement must be shown in terms of real figures and percentages and within a particular time frame.

*Show measurement – tell customers how they can measure the effectiveness of your product/service. What instrument can they use and what’s the scale of measurement? How does it compare with the standard in the industry? Show, don’t tell.

* Get and display the endorsement of experts and authorities on your product/service. It’s needless to say that these people should be seen as people who have no ties with you – no family, social or business relations. Any hint of some relationship with you reduces the credibility of their claims.

*Throw a challenge – Invite customers to put your claims to the test. Tell them your integrity is on the line. If it fails your trust is lost. And you don’t want that to happen.

*Include a good guarantee policy. Tell the customer what you stand to lose if they’re not satisfied with your product/service. Absorb any risks from their side. Make it easy for them to trust you.

*Seal it with your name and signature, if possible. No one wants to be identified with an inferior thing. So by giving the product your name or embossing the label with your signature, you demonstrate your trust in it. You trust it so much to lend it your identity. You aren’t ashamed of it.

There you have them – some common ways you can build trust in your marketing efforts. On the pitch of  selling, trust is everything. Once you lose it, you can forget about great sales figures.




The earlier you admit this, the better for you

Love It. Hate it. Don’t just forget it – you’re a salesperson

It recently dawned on me that a good part of human existence depends on selling. Some are overt strategies. Others involve covert ones.

Any time you have to persuade someone to change their views and accept what you proclaim, remember that you’re selling. Whether you’re a job seeker planning to land your dream job, or a business owner trying to get more customers, or even a young man trying to woo the lady of your fantasies, you’ll have to employ selling strategies to get your way through. These days, religious leaders have even turned to more overt approaches to gain more members into their fold.

So to bring you bring you top-class selling strategies that have worked and still continue to work is what I want to turn my attention to. What new thing should you expect? A lot. See, I’ll review books that teach winning methods of selling. I’ll bring you blogs which speak and walk the craft of selling. When possible, I’ll interview people who have created indelible landmarks in the area of selling. And much, much more.

Let’s hit the ground running in this new direction. I’d like to give a gift to all the persons out there who’re convinced that they are salespeople. It’s a gift I received from a salesman and I intend want to pass it on to you. In fact, a series of posts on this blog for the coming weeks will be about this gift. It’s an ebook format of a gem of book titled, ‘Scientific Advertising,’ written by Claude Hopkins.  It’s about this book the late advertising legend David Ogilvy said:

‘Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.’

If you’re familiar with Mr. Ogilvy works in the area of crafting advertising promotions that sell far beyond all imagination, then you’d like to take this book seriously. Why? He’s said to be the brain behind modern advertising. And his company Ogilvy and Mather testifies to his achievements as a salesman. From a humble beginning of only two stuff and no clients, it now boasts of 450 offices in 169 cities. And a bulging list of top notch clients.

If you’re ready for more, let’s delve into this little book to find out what wisdom it has to give in the area of selling. Lets I forget. You may download the book here:  Scientific Advertising

Lessons for Day One

  1. Advertising is now a science. It is measurable. It has laws. There’s a right way and wrong way. It has long changed from what happened in the past, probably during the Pre-Hopkin’s days.
  2. It’s difficult to measure intricate details about humans. But things are closer now than before. Some things about human beings have changed with time. Others are as constant as the earth’s orbit around the sun.
  3. One thing is certain. Losses will come in advertising. But now there are established laws which will reduce the losses. Any loss should be added to the knowledge bank of things that don’t work.

These are just the stepping stones to a better understanding of the whole concept of selling. What else did you get from reading the first chapter of the advertiser’s bible? Share your findings with us.

4 Reasons Why Your Business Must Join the Direct Response Marketing Campaign Now

  1. Direct Response Marketing (DRM) is the surest and most reliable way to get and maintain your ideal customers through any medium, because it’s direct and measurable, unlike arbitrary marketing.
  2. DRM helps you ‘speak’ to your customers directly to get instant responses.
  3. Copywriters are the brains behind successful DRM. These people have learned the art of persuasion, and they use it to craft tailored messages to elicit specific responses from any target group.
  4. The good news is any type of business can use Direct Response Marketing to get customers and increase their sales.