Remember when mom told you not to brag?
Well, she may have been looking out for you. But she clearly knew nothing about marketing.
One of the most effective ways to earn your customers’ trust is to showcase – but not show off – your expertise. As persuasion guru Robert Cialdini says, quite simply, "People really want to work with experts."
Why? Because it’s a shortcut to trust.
As the amount of information in the world continues to increase, people have no choice but to defer to authorities. That’s why things like diplomas, certificates and awards give us such a sense of comfort.
So, be sure to communicate to customers everything that demonstrates your authority. For example:
- Highlight credentials and experience. ("Since 1984, our ISO-certified team has produced widgets with the lowest defect rate in the industry.")
- Demonstrate intimate knowledge of your industry or field. ("As a member of the World Widget Manufacturing Organization, we know what widget trends will affect your business before they happen.")
- Showcase all your awards and accolades. ("With more than 17 widget design awards and endorsements from the world’s leading widget magazine, our history of success speaks for itself.")
Of course, mom wasn’t all wrong. As best as possible, avoid sounding too desperate. Because real experts never have to work hard to convince people of their authority.
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