Internet Marketing - Who Do People Believe?

The internet is a largely faceless community, so the trust factor is extremely important to cultivate in order to make a sale. The 21st century consumer is sophisticated and skeptical, and in order to get invited to his backyard party, you've got to be trustworthy. Fortunately, there are some shortcuts you can take to get on the invitation list.

One effective shortcut to being trustworthy is to provide the facts and cite an authoritative source. Research studies and government publications are viewed as objective, honest, and factual sources. These appear to be unbiased reviews of the product or service, and therefore are welcomed by people trying to make an informed decision. Use this resource liberally in your marketing as it applies to your product.

Authors and editors of magazines, journals, and news reports are also considered informed authorities by the consumer, who looks to them for direction in buying habits. For example, we've all read the Consumer Digest for car or appliance information, and trust the tests given the products because the Digest treats every submission equally. The Beauty Editor in a magazine advises on the products she likes, and we assume since she tries so many, (and is supposed to be unbiased) her favorites must be the best choices. If you can quote an author or editor about your product, it will swing that gate into the backyard wide open for you.

Along the same lines, famous people and celebrities carry a lot of authoritative clout, whether or not they deserve it! Observe how Oprah, favoring a book for her book club, sends it skyrocketing to the top of the bestseller list. She endorsed a presidential candidate (as did many other Hollywood luminaries) and certainly put a glow around his candidacy. In addition, observe how sportscasters are often taken from the sport itself, for who knows better about the game than one who's been on the ground? And who would know better what sports gear or sports drink you ought to buy? When it is appropriate, use the endorsements of celebrities in your field for your product.

Finally, use the testimonials of satisfied customers to increase your trust factor. This is a powerful tool, for these are folks just like your present customer, folks who've "crossed over" in the buying process and are glad they did. Ask your customers for feedback, and get their permission to put their statements on your webpage for the punch line that might not be as believable coming from you.

Although the modern customer is more suspicious of being sold, he still wants advice concerning the decision to buy your product. So, give it to him from sources he trusts, and that trust will spill over and include you, too. You'll be in his backyard in no time!