When prospects are making a decision about whether or not to buy, their “shields are up.” And with shields up, having the lowest price in the market won’t help you much if your prospect doesn’t trust you in the first place. Offering the biggest selection and the most convenience won’t help your cause if your prospect thinks you’re a jerk, a crook, or just not able to deliver on your promises.
In fact, the number one factor in influencing purchase decisions is confidence. The road to confidence is paved with credibility.
Now, this doesn’t have to be a daunting task. It just takes a keen eye to detail and a new mindset. Here’s how to build credibility with your marketing :
You gain credibility with your advertisements, listings in directories, columns, articles, and blog posts you write, and presentations and speeches you give. You gain it with your newsletter. You gain even more by your supporting causes. All these little things add up to be your reputation.
About the Author: Patrick McFadden is a marketing consultant/coach and American Express OpenForum Advisor. He works with small businesses and organizations helping them develop a marketing plan and strategy for attracting, obtaining, and keeping clients using low-cost but effective methods.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.