Credibility is the crux of any motivational message. Without credibility, the best content in the world will simply get passed over. On the other hand, even an uninspiring speech by a highly credible expert in their industry or niche will receive attention and their advice will be acted upon.
For example, if an Olympic athlete were to give advice about how to lose weight, people would probably listen, even if the advice itself was hard to follow. On the other hand, an rather obese doctor might not even be listened to. You need to walk the walk as well as talk the talk.
The athlete has credibility because they are thin and fit. The obese person will not be paid attention to, though their being a doctor might help.
Whenever anyone is shopping for solutions, they buy on the basis of emotions and then try to justify on the grounds of logic, not the other way around. Therefore, your marketing message needs to appeal to their emotions first, and the credibility that you convey will be part of their logical justification process.
There are three key areas in which you will wish to build credibility. First, you need to build credibility in you, the person speaking, presenting or writing. This helps earn people’s attention, belief, and even respect.
Second, you need credibility in your brand and business. Is your company a reputable firm? How long have you been in business? Do you have a recognizable logo? Do you have professional design?
Finally, you need to build credibility in your product. Even if you have a great brand and people trust you, that doesn’t necessarily mean they trust your product.
When Coca Cola rolled out New Coke, it became quickly apparent that although they had a very strong brand, people simply didn’t want a product change. New Coke had zero credibility and quickly had to be phased out.
==> How to Build Credibility
There are many different ways you can build credibility in your product. Here are some of the most prevalent ones.
* A demonstration – One of the most powerful ways to build credibility is to show people your product in action.
For example, the “Will It Blend” videos were essentially highly entertaining videos demonstrating the Blendtec blender. Blending the iPhone, marbles, lighters and other materials made the videos go viral quickly, which launched a multi-million dollar brand.
* Photo proof – If you’re promoting a wealth product, take a picture with you and your Ferrari. If you’re promoting a health product, use before and after photos.
Use photos to show the results of your product. Photos are much more real than just claims in words.
* Testimonials – Don’t say it yourself. Instead, let other people say it for you. That’s much more effective, as others don’t have an incentive to promote your products. The more testimonials the better. Try to also get testimonials from authoritative sources.
* Word of Mouth – If a friend hears about you or your product through a friend, that carries massive credibility. How do you generate word of mouth? By consistently putting out high quality products and content.
Before you make run with your message, you need to have a rock solid foundation of credibility.
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