Eight Powerful Ways to Build Trust


THE SUCCESS MARGIN

Wednesday, October 8, 2003

-------------------------------------------------------------

The biggest obstacle to sales success is overcoming
a lack of trust. This has been true since man started
communicating to others about his wares.

The greatest challenge in all forms of marketing
is establishing credibility. If people don't trust
you, they will simply not do business with you.

In today's business environment, building
credibility may seem more challenging than ever
before.

Consumers are negatively influenced by
experiences they may have had or learned about
regarding mail order companies.  The Internet. And
via telemarketing firms. The Enrons, Tycos and
WorldComs don't help either.

However, while many marketers are suffering
losses, there are positive actions you can take.

Here are eight ideas which can boost the
credibility of your offers.  These actions may
well be your solution to greater profitability than
you've ever experienced before.

1.   Use specific numbers (not rounded) in your
headlines. For example:
"I Have Incorporated 127,834 Corporations for
  Successful Entrepreneurs Just Like You"
"17 Important Reasons to Form Your Own
  Limited Liability Company"
"11 Big Reasons to Take Natural Vitamins and
  Minerals Which Are Derived From Living Foods"
"9 Ways to Cut Fuel Bills Now"
"117,434 Mattress Customers Can’t Be Wrong"

Numbers are more than twice as likely to get
attention and be believable than broad general
claims.

2. Prove your claims. If appropriate, consider
independent experts, laboratory results, case
histories, examples, as well as patents and
trademarks to support what you say about your
product.

3. "Credentialize" yourself.  Include relevant
information about your education, background, and
experience as well as comments from respected
leaders in your field.

4. Provide product details and history. Describe the
underlying reasons you were originally motivated to
develop your product and what customer wants and
needs were served then and now.

5. Include a list of customers. This is especially powerful
if you sell to other businesses. Other companies you've
had as clients can be very persuasive to a new prospect.

6. Always use testimonials. Nothing adds credibility
better than the heartfelt words from happy customers. 
The more detail you include about the person who
provided the testimonial, the better.  Name town, state,
or country. A photo is also preferable.

7. Offer an absolute "no quibble" money-back guarantee.
The longer, the better.

8. Reduce or reverse the risk.  Add free bonuses to
your offer with a high perceived value to reward
immediate action.  It's even better when the
perceived value of the bonus(es) is higher than
your offer price.

Use these techniques.  The result will be to
dramatically increase your customers' trust level.
The result will be greater success for all your offers.

Warmly,

Ted Nicholas

Copyright 2003 Nicholas Direct, Inc.