Be credible to be incredible
Along with the increasing population of new online businesses,
as well as the recent wave of "dotbombs" and online scams, the
competitive nature of the Internet will simply make the need to establish
credibility an even more important issue. And in order to establish it,
one must *communicate* it.
To a potential customer visiting your website for the first time, your
company may have little or no believability because you may be totally
unknown to your prospect. Therefore, you only have but a fleeting moment
to build credibility -- or, at least, to give ample reason for them to
allow you to do so.
The search for credibility is part of human nature. Not only do we need
to feel safe and secure, but we are also social animals. We need to be
with other people in order to thrive and survive. All of these are fundamental,
human needs. Anything new, or faceless, is risky at best.
Renowned psychologist Abraham Maslow illustrates these core desires with
his famous hierarchy of human motives, which he developed in the 1960s.
Maslow states that the foundation of all human needs consists of survival
needs, followed by safety needs. More importantly, next in that hierarchy
is the need for social interaction (e.g., love, affection and belonging).
Like it or not, the web can never change that.
The fact that we are advancing technologically and the business process
is fast becoming almost entirely automated will parallel the need for
a more human approach. Today, we see that need being increasingly filled
through things such as specialization (niche marketing), personalization
(including customization) and interaction (live customer service).
Due to the lack of human interaction on the Internet and the uncertainty
of our economic times, people are demanding greater credibility from online
businesses -- and that demand will only increase over time. Therefore,
communicating this credibility and building relationships with your prospects
will become pivotal elements in your online success.
For example, research conducted in January, 2001 by NDP Group, a firm
specializing in consumer purchasing and behavior, found that search engine
listings overwhelmingly outperformed banner and tile ads (i.e., button
or box ads) almost 2 to 1 in terms of clickthroughs. But one interesting
result indicated that 55% of all purchases originate from search engine
traffic -- as opposed to only 9% from banners and 7% from tiles.
According to Brent Winters of http://www.marketposition.com/,
"We (could interpret the statistic in) that search listings, untainted
by advertising dollars in the mind of the consuming public, kick the stuffing
out of traditional commercial paid- for ads such as banners." I agree.
For a copy of the study, visit http://www.goto.com/d/about/advertisers/slab.jhtml.
There are many other ways to build credibility, namely:
- Consistency throughout the website;
- Testimonials from satisfied customers;
- Strong guarantees, or some kind of risk reversal;
- Professional looks, content and color scheme;
- A company identity, logo and product pictures;
- Superior customer service;
- Third party endorsements;
For example, an inconsistent site (such as one that changes from page
to page in color, theme or tone, even structure), or one that carries
a myriad of banner ads and affiliate links, will seldom be credible at
face value. (Our resident website reviewer, Ralph Hilliard, calls them
"affiliate junkies." The "less is more" paradigm applies,
here. The more focused you are, the more hits and affiliate sales you
Moreover, testimonials from unsatisfied customers wouldn't hurt -- although,
they must be presented strategically and professionally. Marketer Linda
Cox, who's witty and somewhat controversial, achieves this brilliantly
on her site. Visit http://www.lindacox.com/feedback.htm
for an illustration.
In addition, using testimonials and endorsements from people whose judgment
others value is also an effective approach. For example, if a well-known
celebrity, opinion leader or "center-of-influence" not only
says something positive about your product but also gives you the ability
to reprint it, by all means, use it. Having someone who's respected by
others refer or praise your site grants almost instant credibility.
People think in pictures, not in words or numbers. So as far as pictures
go, use them. Product shots, staff photos and even pictures of customers,
all optimize for quick downloading, can add a great deal of credibility
to your site.
If your site offers a service, even if it's free, add a logo representing
the benefits of your offering. If possible, add a picture of you or your
staff in the process of providing the service. Take a look at how direct
marketer Dan Kennedy does it at http://www.dankennedy.com/sched.html.
If it's software, add screenshots. If it's an ebook, add a three-dimensional
shot of the book cover. If it's information, add a picture that represents
the gist of the content. Take a look at how Advertising Age does it (where
pictures accompany every news headline) at http://adage.com/news_and_features/.
Nevertheless, these may be the final steps in getting many stubborn prospects
to commit to your product. But the first step, however, is building a
relationship with your prospects. Although your goal may be to put your
business on autopilot, you must always remember that you are dealing with
There are many new websites, fly-by-night businesses and get- rich-quick
schemes on the web, so anything "new" or faceless will likely
be questionable in the very least. Therefore, it goes without saying that
your Internet marketing strategy must also include the use of relationship-building
tools -- such as ezines, online communities, message boards and so on.
For instance, ezines are multiplying on the Internet because they are
formidable tools in developing relationships with people. They help to
establish your expertise and reputation, or at least that your website
is credible and solid.
Ultimately, credibility is an vital component of operating and growing
an online business. Be credible with Internet visitors and you'll be incredible
with Internet sales.
|About the author
Michel Fortin is a direct response copywriter and consultant dedicated
to turning sales messages into powerful magnets. Get a free copy of
his book, "The 10 Commandments of Power Positioning," when
you subscribe to his free monthly ezine, "The Profit Pill."
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