Well-written and
well-designed marketing materials can
be a tremendous asset to your company.
Poorly done marketing materials can be
detrimental to your success. This month's
newsletter explores the role that your
marketing materials can play in building
credibility and trust with your prospective
customers.
As always, please feel free to forward
this newsletter on to anyone it might
benefit.
Linda Coss
949-699-2749
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What Smart Businesses Do To Build
Credibility and Trust
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Which
company would you rather do business with:
An organization that has a positive reputation
in the field and clearly stands behind its
products, or a firm you've never heard of,
that doesn't even have contact information
listed on its website?
No matter what's going on in the economy,
your prospective customers are always going
to want reassurance that you're reliable,
stable, committed to quality, and not going
out of business tomorrow. Your marketing
materials can play a big part in communicating
this message.
Smart businesses start building credibility
and trust from their very first contact
with a prospective client. Their marketing
materials include as much as possible of
the following:
-
Contact
Information - I, for one, will not
do business with a company that won't
even provide a telephone number. A mailing
address is also reassuring.
-
Guarantee
- Your money-back guarantee should be
prominently displayed. Keep it simple,
and avoid watering it down with legal
fine print. People want to know: do you
stand behind your products or not?
-
Testimonials
- What do others have to say about your
products and services? When customers
give you positive feedback, ask for their
permission to include their remarks in
your marketing materials.
-
Privacy
Policy - If you're collecting any
type of information online, a privacy
policy is mandatory. Your offline customers
might also want to know what you do and
don't do with their data.
- Ratings
and Awards -
Has your company won an award or received
a favorable rating from an unbiased and
recognizable source? Don't keep this information
to yourself!
Of course,
there's a lot more to building credibility
and trust than simply providing information
in your marketing materials. You also need
to be honest in your business dealings,
provide quality products or services, and
give top-notch customer service!
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| ©
2010 Linda Marienhoff Coss |
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