Your marketing won’t be effective if your potential customers don’t believe the claims in your marketing communications. So how can you prove your claims?
This is especially important now that the Federal Trade Commission is establishing regulations for claims and reviews posted online. Here are some things to keep in mind when making claims about what your product can do.
Tone it down. Even if it is true, your claim that dieters can lose 50 pounds in a month probably won’t be believed. Make it more realistic and representative of typical results.
Get customer testimonials. Let them see that others have had great results. Testimonials should be specific and include a real name for the most credibility.
Get endorsements from experts. Respected authorities who say that your product or service is good make you look good.
Positive media coverage will make you a star. Media coverage provides an implied endorsement from a respected source.
Show a track record. Have you been in business for 20 years? Customers are more comfortable doing business with someone they believe will be around if there is a problem after the sale.
Make yourself accessible. Give a phone number or email address where customers can contact you (or support staff) directly with questions. Phone numbers are especially valuable in creating the awareness that you are approachable by clients.
Cite statistics from a reputable source to back up your claims. There is a joke that 67.8% of all statistics are made up on the spot! When you use statistics, tell where they came from.
And, never make claims that aren’t true. If you are caught in a lie, it can be difficult or impossible to reclaim the trust of your customers, as well as creating legal headaches for you.
