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Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?
Tone it down. Even if it is possible, your claim that dieters can lose 50 pounds in a month probably won't be believed. Make it more realistic and representative of typical results.
Get customer testimonials. Let them see that others have had great results. Testimonials should be specific and include the customer's real name for the most credibility.
Get endorsements from experts. Respected authorities who say that your product or service is good make you look good.
Positive media coverage will make you a star. Media coverage provides an implied endorsement from a respected source.
Show a track record. Have you been in business for 20 years? Customers are more comfortable doing business with someone they believe will be around if there is a problem after the sale.
Make yourself accessible. Give a phone number or e-mail address where customers can contact you (or support staff) directly with questions. Phone numbers are especially valuable in creating the awareness that you are approachable by clients. Add live chat at your web site to resolve support issues.
Cite statistics from a reputable source to back up your claims. There is a joke that 67.8% of all statistics are made up on the spot. When you use statistics, tell where they came from.
And, never make claims that aren't true. If you are caught in a lie, it can be difficult or impossible to reclaim the trust of your customers.
Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with creative strategies that help your business excel. Get free marketing tips and discover what she can do for you at http://www.IdeaLady.com/.
New York Times
What Advertising History Says About the Future of Fake News
New York Times
But two lessons from the history of advertising suggest that the fake news phenomenon is likely to change significantly in the years to come. Prospects are gloomy for the near future, as this kind of advertising extends beyond politics. History also ...
Sports advertising: A whole new ballgame
Sport leads the way in many areas of new developments in the media, and that's as true about advertising as it is about broadcasting. These days, ads across the sporting world are often breaking barriers or trying out new strategies with digital ...
Dodge Challenger Demon ad turns into best electric vehicle advertising yet
An interesting study of advertising instances and spending for electric vehicles by automakers that came out a year ago shows that they are pushing to sell EVs significantly less than gas-guzzling cars, and are not spending a lot of money to try to ...
What you need to know in advertising today - Business Insider
GDPR, a major new piece of European regulation that addresses how EU citizens' data can be used by corporations, kicks in today. Any organisation that is ...
How Artificial Intelligence Can Improve Advertising - Business.com
Artificial intelligence presents great opportunities to make our lives better. Can it help with advertising too?
Tackling Digital Frauds To Restore Consumer Confidence In ...
Tony Merpi, advertising and marketing executive for Automotive News, dies
DETROIT — Tony Merpi, Automotive News' top advertising and marketing executive through a period of extensive growth for the publication in the 1990s and 2000s, died on May 25 after a long illness. Merpi, 74, joined Automotive News in 1976 as a sales ...
How temperature affects our response to advertising
She says businesses operating in countries with large seasonal temperature variations should choose emotionally cold advertising appeals during the summer months and emotionally warm appeals in winter. Similarly, the research suggests international ...
How to opt out of most internet advertising: Jeff Rossen demonstrates
Step by step, TODAY national investigative correspondent Jeff Rossen takes you through a simple way to stop most websites from bombarding you with those annoying ads based on your browsing history.
Las Vegas Review-Journal
Las Vegas tourism board approves $101.5M advertising budget ...
Las Vegas Review-Journal
The Las Vegas Convention and Visitors Authority board of directors on Thursday approved a $359.8 million operating budget that also continues the process of ...
Europe's looming privacy law GDPR may hand an advertising opportunity to two unexpected players
That's because advertisers are likely to be more selective in where they run digital ads, and will favor companies that have clear and direct data relationships with consumers. Target and Walmart fit the bill. Indeed, retailers that have long wanted a ...
GDParrgh...Who will be the main loser from Europe's new data-privacy law?
US News Outlets Block European Readers Over New Privacy Rules
How Your Favorite Tech Blog Is Grappling With Europe's New Privacy Law
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