How to build your credibility quotient

Credibility is that quality which makes you believable to customers and prospects. Unfortunately, when it comes to marketing materials such as advertising and brochures, many customers are predisposed to disbelieve anything you say, simply because they presume all commercial promotion is overblown exaggeration, if not outright lies. What can you do?

While it’s nearly impossible to win over the really hard-core skeptic, keep that person in mind when you develop marketing materials. Practice techniques that will build your credibility quotient.

• Don’t make unsubstantiated claims. Maybe you are “the best in the business”, but merely saying it in your advertising won’t make a skeptic believe it.
• Use specs, charts, surveys and test results. Emphasize the kind of information that is independently verifiable will help persuade skeptics you are trustworthy. Personal endorsements don’t sway skeptics as well, because they presume the endorser was paid.
• Point out the benefits, but stick to the facts. And need I say tell the truth?
• Be especially careful with language. What may sound credible to penthouse execs may sound totally bogus down on the shop floor. Use language in a way your audience can believe.
• Make a serious effort at quality. Preparing materials that are sloppy or amateurish won’t make them more believable. Go for a straightforward, professional presentation.

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