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Article Title:
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Credibility as a Marketing Strategy
Article Description:
====================
Credibility is being believed and trusted by your customers and
potential customers. You can't buy it. No amount of advertising
or promotion can hand it to you on a platter. Yet you can achieve
credibility by trusting in and using your own product expertise.
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526 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-09-01 10:24:00
Written By: Darrell Berg-Smith
Copyright: 2006
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Credibility as a Marketing Strategy
Copyright � 2006 Darrell Berg-Smith
http://www.darrellberg-smith.com
A Marketing Riddle
Question: What am I? I am the best marketing strategy in the
world, I'm cheap, but few businesses use me.
Answer: Credibility!
Or for you real estate gurus, what are the 3 most important
elements of marketing:
1. Credibility
2. Credibility
3. Credibility
Credibility is being believed and trusted by your customers and
potential customers. You can't buy it. No amount of advertising
or promotion can hand it to you on a platter. Yet you can achieve
credibility by trusting in and using your own product expertise.
Gaining credibility is the best marketing strategy in the world.
And it is the cheapest. It can have an enormous impact on income,
and it can achieve rapid results. You will be amazed at how easy
it is and the difference it will make. You can start
immediately.
'Buy this because it's good'.
Most businesses sell their products and services just by talking
about their features and benefits. They do not prove any
particular expertise in their industry, or even in the product.
They just basically say, 'Buy this because it's good'. The
more they say it and the better the message looks, the more they
congratulate themselves on a successful marketing campaign.
Traditional advertising has had its day.
There is more evidence all the time that people avoid
advertisements. They are looking for information instead. Many
households turn down the sound during TV commercials.
Paradoxically the more people resist advertising, the more
companies spend on it. In desperation, some businesses now resort
to 'shot gun' methods such as newspaper advertising and direct
mail.
Forget selling; prove your expertise.
Start to position yourself as the expert on your product or
service. You don 't do this by claiming to be the expert, or
displaying your impressive CV.
You do it instead by sharing your knowledge and giving your
customers helpful, relevant information, without a sales gimmick
and for free.
Jackie's Opals
Jackie Henderson is an award winning jewelery designer, often
working with Australian Opals. She employs a staff of 8. Jackie
was keen to expand her business through establishing her
credibility rather than traditional advertising. She wrote a
series of information sheets, freely available at her outlets and
on her website. The sheets give customers information about the
valuation of opals, how they are cut for maximum light effects,
the principles of using gold or silver settings, and design ideas
for opals. 'How to spot a bad opal' is particularly popular.
There are photos of her jewelery to illustrate the point, but no
direct sales pitch. Jackie is however, clearly the author. The
sheets are a winner with customers, and the public generally.
They have cost next to nothing and prompt many questions,
including emailed questions from potential overseas buyers.
Jackie believes the information sheets have been so successful
she is finding other avenues for her 'credibility drive'. She
says, 'I'm trying to establish my reputation as the expert opal
jeweler. It guarantees me sales.'
Does your business pass the credibility test? Do your just try to
sell your product or service? Or do you gain credibility and
trust from your promotions, by sharing your specialized
knowledge?
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This article is part of the "Don't Go Broke While You're Getting
Rich"(tm) business series, presented by Darrell Berg-Smith. a
speaker, author, consultant and entrepreneur who specializes in
teaching low cost, high impact marketing and business building
resources to businesses worldwide. For lots of free resources
visit: http://www.darrellberg-smith.com
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