7. What is credibility?
The confidence you inspire in others
to trust your ability to deliver results
in support of their business.
A Leap of Faith
Tuesday, June 21, 2011
8. Rate Yourself
1 5 10
Haven’t Yet One of the
Established Most Credible
Credibility In My Field
Tuesday, June 21, 2011
9. CREDIBILITY PRINCIPLE # 1:
It’s not what YOU think that matters
Credibility is perception.
It lives only in the mind of other people.
Tuesday, June 21, 2011
10. Rate Someone Else
1 5 10
Minimal Maximum
Credibility Credibility
Tuesday, June 21, 2011
11. “While it’s important for you to have a clear
understanding of credibility, it’s more important
that you have a clear understanding of how
other people (your stakeholders) define it.”
Tuesday, June 21, 2011
12. How do people decide if
you are credible?
Tuesday, June 21, 2011
13. Inherited Credibility
Your Industry
You Your Company
Personally
Your Profession
You “inherit” credibility based on your perceptions of your
profession (engineer, sales person, graphic artist), the
company you work for and the Industry you work in.
Tuesday, June 21, 2011
14. Who’s more credible?
• Congressman
• Local newspaper or TV reporter
• Teacher
• Member of the armed forces
• Local business representative
• Ordinary citizen
Tuesday, June 21, 2011
15. Who’s more credible?
1. Teacher
2. Member of the armed forces
3. Ordinary citizen
4. Local business representative
5. Local newspaper or TV reporter
6. Congressman
Tuesday, June 21, 2011
18. CREDIBILITY PRINCIPLE # 2:
The most trusted information
sources are “people like me”
Tuesday, June 21, 2011
19. CREDIBILITY PRINCIPLE # 3:
Build it and they will sell themselves.
Credibility opens the door and helps the customer
“self-discover” your value so that they are already half
sold by the time you meet for the first time.
Tuesday, June 21, 2011
20. Credibility enables
Attract (Pull) Marketing
versus
Chase(Push) Marketing
Tuesday, June 21, 2011
21. So how do you “build it?”
Tuesday, June 21, 2011
23. What do they need to “see”?
• Who else says so
• Scientific basis
• Comparison
• Transparency
• Elimination of risk
• Real people
Tuesday, June 21, 2011
24. How do you communicate?
• Endorsements and testimonials
• Research-based articles and papers
• Comparison Matrix
• Warranties, Guarantees, Free Trials
• Real people pictures and stories
Tuesday, June 21, 2011
25. Credibility Anchors
• Get other people to say good things about you
• Credibilitize your website and print materials
• Get Published
• Associate with other credible people,
organization and brands
• Look and sound credible
Tuesday, June 21, 2011
26. Employ Other Messengers
•People I know
• People who are like me
• Experts
Tuesday, June 21, 2011
27. Credibilitize Your Marketing
• Science-based, Research-backed
• Endorsements and Testimonials
• Expert Review / Seal of Approval
• Comparisons
• Real people behind the scenes
• Track record
Tuesday, June 21, 2011
28. www. bragada.com Orthopedic
Research
Chiropractor
Approved
Lifetime
Warranty
History/Track
Record
Innovative,
Patented
Technology
Tuesday, June 21, 2011
29. Get Published
• Book
• White Paper
• e-Book
• Article
• Blog
Tuesday, June 21, 2011
30. Associate
With other credible...
• Companies and brands
• Organizations
• Publications
• People
Tuesday, June 21, 2011
