Customers lack of confidence, and reluctance to take action is not surprising given the explosion of words said, yet so few of these words delivered. If you can’t do it, please don’t say it. If you aren’t sure if you can deliver, then just make a small promise that you know you can keep. It is that simple. Your brand is your reputation; which is your word, and what you can deliver. When you don’t deliver on your word, and your messages are different; you will decrease your credibility, and therefore your brand value.
If you want to make the most of your marketing dollars, try these two tips:
- Align messages to amplify the impact.
- Deliver clear, and direct communication enhanced by many small acts.
Think of credibility a bank account balance. Every time you do what you say you will do, you can add to your trust balance. Whenever you don’t do what you say you will do, you can subtract from your trust balance. Remember, most businesses start with a negative balance, so make sure you do your best to earn trust from customers or continue to go negative, which can lead to bankruptcy.
Think about when you trust someone or a business…aren’t you more likely to buy, and become a repeat buyer? I’ll bet you would also drive further, become loyal, and refer your friends. You trust the business, understand the value, and would also be less tempted by competitive offerings.