Be Credible & Win Business…
Unless you are terribly lucky, your customers have plenty of choice where they buy from. It is so competitive in most industries nowadays, it takes effort to persuade people to trust you & convince them you are the right choice. Here we will look at how you can become more credible to your potential customers and in turn win more business…
Most of us do not have to broadcast a rousing speech to the nation to advertise our business. However, we do have to communicate with customers and prospects either face-to-face or sometimes in writing.
With written marketing, bulk delivered to your audience, it is helpful to imagine you are giving a speech. By reading out your pitch and persuading listeners you are credible will help refine your message. Talk in clear short sentences, with simple words. Long words and sentences can cause readers to pause, slow down and sometimes just stop reading.
Use the words “you” and “we” as much as you can, they help to clarify things and connect you with your audience more. That then builds more trust.
—Don’t Be Fake Online
Social media and online advertising is getting a tough ride with lots of ‘fake news’ and fraudulent clicks, foreign troll bots all causing trust issues online. This is worrying for many of us who rely on building relationships online.
What is more worrying is that 48%* of consumers choose not to buy from a company because they do not trust them. That is potentially a lot of missed business. TNS MarketReach asked people about the post and email they get from businesses. Whilst most folk see email as quick, printed mail is seen as more important, more secure & more believable.
It is no surprise that people trust print more than digital. In fact, 70% of people said printed mail gives them a better impression of a business.
*Edelman Trust Barometer, 2016
—Does Your Website Look Legit?
Credibility extends online. You know your website needs to look beautiful but it goes deeper than that. From July, Google will mark sites as “not secure” unless you have an SSL certificate. This is the little padlock symbol that you see in your browser bar which shows whether the website is secure.
Whether you are storing any personal data on your website, use google analytics or have a google map or not, you still absolutely must, have an SSL certificate on your website. This encrypts transmission of the data.
We can add an SSL certificate on your website from as little as £29 per year if we host it, or £99 per year if we don’t. Talk to us.
—Think Quality. Not Price.
Believe it or not, people are influenced by the type of paper or board you choose to print on. It is part of your brand and subconsciously signals whether you are a frugal or luxurious business.
Uncoated paper is modern and trustworthy, it looks natural and feels honest. The uncoated surface is easy to write on and the thick finish is weighty. This can add real substance to your marketing message.
Go for something with a glossy lamination, extra finishing touches or just something plain but thick. It is true, you get what you pay for and you can easily be portrayed differently if you go for something cheap and cheerful that ends up crinkled in the post or worst still, in the bin!
—Add The Personal Touch.
Do you send quotes or proposals to prospective customers? Following up an enquiry with a quote in the post is great. But make it look credible, encased in a powerful folder or cover. Use the folder insides to show photos, diagrams or illustrations to build confidence.
You could even think a little more outside the box and add some personality into your customer service. When you follow up a recent quote, send out something nice in the post, even just a brochure with a compliment slip, a thank you card with a pen.
Adding that personal touch and professionalism shows you care about your business and your potential customers. This makes you credible.
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