Techniques that Build Credibility

"In general, people in Latin America don't purchase products online like people in the United States, because they don't know or trust the companies on the Internet and they are afraid of buying from a company that may not be real," Angelina, a sales and marketing rep for a Fortune 100 company shared with us during a discussion. "We have some educating to do to turn their thinking around," she added.

It is no surprise to marketers who are looking at the Internet to expand their businesses that it will be a challenge to gain credibility and trust in countries where they have had little or no presence.

What can a company do to build credibility? Actually, a lot. In fact, when a company focuses on these eight areas, credibility will come easily:

1) Presentation. First impressions mean a lot, even in advertising. If your presentation resembles a flashy, fly-by-night company, prospects won't risk doing business with you. Ads and direct mail must be professional with good, clean copy and graphics. Web sites must function properly, contain helpful information, present clean layouts, and include easy-to-follow navigation.

2) Name. The right company or product name can make a difference. Certain words, for instance, may have a negative impact on your credibility--so find out before rolling out your campaign. It also doesn't hurt to stick with words that you know will help build trust, such as: veteran, rigorous standards, secure, warmly, time-tested, pledge, promise, stable, and the phrase "you may cancel at any time."

3) Honesty. Advertising that is effective works because people trust what they read. Believe it or not, this is the secret of advertising. Simple, isn't it? People know when product claims are misleading or inflated, and likewise, know when an advertiser is being honest. Sometimes that means revealing your product's weaknesses on the same page as its strengths. Could you advertise your product's weaknesses with confidence? If handled tactfully and honestly, what you will gain is people's respect, trust, and acceptance of your message.

Example in use:

March 2000

Dear Valued Client,

"Schwab prides itself on delivering great service and we are afraid that we may be falling short of your expectations. In recent months, Schwab has experienced record call volumes as a result of volatile market conditions and extremely heavy trading activity.... Though we continue to add capacity to our systems and hire new employees to support the needs of our clients, there are some days where we are simply not meeting our usual high service standards."

Schwab's honesty had a powerful impact. The result was a better, stronger relationship with its clients.

4) Endorsements. The integrity of the person delivering your message matters. For instance, if a respected company representative, such as the company's president, or a carefully chosen celebrity, spoke out on behalf of your company, the endorsement would help build credibility. Likewise, if the president or celebrity signed your advertising, his or her signature would help validate your claims. Think of it as a handshake. A signature means that the person who signed the advertising is so sure you'll be pleased with the product that he or she is willing to put his or her name behind it. That's a bold act and a technique that should be used more often.

Example in use:

"Imagine having the man who wrote Ronald Reagan's great speeches help you write yours! Here are former President Reagan's own words in a thank-you letter to Bakshian: 'Your exceptional talents....'"

Prospects who admired Reagan's speaking abilities will consider Bakshian's newsletter a credible resource and a "must have" if they speak in public.

5) Statements. If everyone in your industry is saying "Built with only quality parts," think of a different way to make the same statement. If your statements claim you have the lowest price in town, explain how you can afford to make such a claim. Do you buy in bulk? Do you buy direct from the manufacturer? Statements that are not explained are viewed as suspicious and can damage your credibility. Likewise, statements that are exaggerated or viewed as clichés will give the impression that you are not a credible source.

6) Testimonials. Words from a satisfied customer will help validate your claims because they are coming from a third party. Therefore, resist cleaning up your testimonials--they must appear to be original to effectively build credibility.

7) Product samples. If you claim, for instance, that your food product tastes refreshingly new and different, prove it by mailing prospects a free sample. Another option is to offer a coupon for a free product. Essentially a free sample says, "If you don't believe us, taste for yourself."

8) Specifics. Yes, writing specifics is hard work, but it builds trust and credibility. When generalities are used in advertising, prospects are left with questions rather than trust. Therefore use specifics to emphasize proof, answer questions, and erase doubt.

Example in use:

"Because it is impossible to reproduce the vast wealth of natural remedies contained in this 512-page volume, we have had to limit ourselves to only one or two case histories for each of the major maladies listed below."

This 6-page sales letter went on and on with specifics from the book being sold and also paid attention to even the smallest details by listing the page numbers in the book where prospects can find the information.

How many of these credibility-building techniques have you used?

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Linda Westphal is a freelance copywriter who works with advertising agency creative professionals, business owners and other marketing professionals from her office in Sacramento, California. She can be reached at Linda Westphal Copywriting, P.O. Box 2033, Citrus Heights, CA 95611, (916) 752-5443, or e-mail: lindawestphal@earthlink.net. For free marketing e-booklets, visit www.lindawestphal.com.