Credibility is in the eye of the customer

One of the great challenges for the modern marketer is building credibility in the eyes of a jaded customer. And let’s face it; we’ve all felt the sting of a hard sell that doesn’t deliver on its promises. We’ve probably also been embarrassed for the salesperson desperate to make close the deal.

So how can you build credibility; particularly through your written communications? Here’s some easy-to-implement suggestions:

Talk your customer’s language

Yes, it’s that old marketing staple: Know your customer. The language you choose means the difference between connecting and offending. It’s probably not a great idea to start a sales letter to a CEO with the salutation, “Yo, Dude”. Yet that might be exactly how to attract the youth market.

So how does language build credibility? Consider this, if I can’t talk to you using words that you understand, how are you going to feel? Are you going to be thinking, “Wow, this person really understands my problem. I bet they’ve also got a great solution”? Or are you going to back slowly away then run – fast?

Remember the number one rule of business: People do business with people they like. And the number two rule of business: People give credibility to people they like. And they take it away from people they don’t like – regardless of track record, brilliant testimonials or multiple post-graduate degrees.

Testimonials

Testimonials are often considered the easiest way to build credibility. Your customers give you a positively glowing report card that you publish on your website and potential customers read it and are awed by your greatness. Unfortunately, though customers have found the flaw in their awe. Does that mean testimonials are out? Certainly not, yet they should be realistic. And they should be used to support your marketing promises.

For example, if you’re a workshop facilitator your marketing promise might be: Your staff will learn more in one of our highly interactive workshops. And the testimonial you choose might say, “Wow! I had so much fun practicing these new skills. I can’t wait to take them back to my team.”

Case studies

A case study gives before, during and after scenarios. That means you can describe a challenge that potential customers may also be experiencing. Then you explain your solution and how you implemented that solution. This is a great opportunity to address any issues that arose during the project. While most people think they should only talk about the good stuff, most customers do want to know what you’ll do if things go awry. Though if you’re describing a customer issue, make sure that you worked through it to a positive resolution – and that the customer is still your customer.

Now show your reader the difference that your product or service has made to the customer. If you have statistics on increased sales levels, include them. Where possible include direct quotes from your customer to reinforce your comments.

Before and after

Think extreme makeover! Sometimes customers can’t imagine what you are trying to describe. So show them.

If you’re a makeup artist, include shots of the person before you’ve applied the makeup and after. Though a word of caution, you may lose credibility if your subject is an executive and you’ve taken the before shot with them in a torn t-shirt and tracksuit pants, looking like they’ve just gotten out of bed. Even if this is how they look, make the shot more realistic. And also make the person the same size in both the before and after shots.

If you’re an office organizer, before and after shots will have those mess monsters among us positively salivating for your service.

Your aim here is to showcase your work, to show potential customers exactly what they can expect from your product / service.

Again, a word of caution: Keep it real. Don’t make claims that you or your product can’t live up to. Not only will you lose customers, you may just be sued.

Give your qualifications

Potential customers will want to know that you’re qualified to do the job. Sometimes you’ll need a relevant degree, certificate or industry certification eg doctor, lawyer. Sometimes years of on-the-job experience may satisfy eg. salesperson, manager.

While you’re giving your qualifications, remember to stay likeable. Make your qualifications blend into the overall description of you as a person. Where possible, show how your qualification is of benefit to the client.

For example: “Ever wanted innovative marketing suggestions that use up-to-the-minute technology? As a graduate of the Bottom Line University Masters Program, I can bring you their specialized knowledge in new technologies that support modern marketing initiatives.”

Credibility can often equate to likeability. Build your credibility by developing a real interest in your customer and giving them all the information that they need to make their decision. Choose words and images that they can relate to. And most importantly of all, be real. Today’s savvy consumers can spot a fake a mile away.

I never saw a wild thing
feel sorry for itself.

A small bird will drop
frozen dead from a bough

Without ever having
felt sorry for itself.

   D.H.Lawrence

Today’s society creates busy people. We’re busy with our business, with our partners, with our children, our pets, our friends, our finances, our homes; busy just trying to stay afloat in the sea of Things to Do.

And as that sea encroaches more and more on the meager time we have for ourselves, we can begin to lose sight of the positives. Our focus reverts to the negative. We fall into self-pity mode an in doing so disempower ourselves

We’ll strive to win an account and then bemoan the work involved. We’ll save for a piece of exercise equipment then complain that we never use it. We’ll invite friends round for dinner, then stress over the preparations.

“Why me?” we might ask. “Why does everything happen to me? Why do I never have enough time?”

As we ask ourselves these questions, we become more and more overwhelmed. We tell ourselves we can’t cope. We excuse our self-pity with stories of our hard lives and the insurmountable obstacles we alone face. Yet, remember, everyone has challenges. And no matter how insignificant someone else’s challenge may seem to us – it is real and potentially insurmountable to them. You aren’t alone in the challenge arena.

So if you feel the ripples of self-pity lapping at your feet, consider your life from a different perspective – a more positive perspective.

Here’s a few examples:

I have so much to do how am I going to get it all done?
might become,
This is awesome. Sure, there’s a lot to do, yet it means that my marketing is really working. Yippee!

Damn car needs a service

might change to
I have come so far financially. I remember when getting my car serviced meant pasta and tomato sauce for a month. Now, it simply means cutting back on a few luxuries.

So next time you’re feeling overwhelmed, take a deep breath and look for the victory in what you see as a challenge. There are personal victories everywhere; we simply need to open our eyes to their possibility. Consider them your blanket against life’s chilly challenges – and keep a couple that really warm you close by.

Saying to Soar by

I had to get over my fear of running through the wordl naked and learn to say, "Take me or leave me".

Stephen Spielberg

Email: mandy@talkingturkey.com.au
Web: www.talkingturkey.com.au

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