One of the most important hurdles for a small business is to create and sustain credibility. If you're not credible, Customers won't believe you can deliver on their needs and desires. So how do you generate credibility?
In his 1985 book The Regis Touch, technology marketing guru Regis McKenna offers a helpful three-element framework:
1. Evidence. Evidence includes anything that has been researched or documented. It can include product validation research, Customer evaluations and ratings, and even success performance of the company itself ("Success in the market reinforces itself.")
2. Reference. Reference is positive statements and testimonials from others. When others say good things about you, keep a file. If you show up positively in the press, keep a copy. If you win an award, promote it. And by all means, solicit, collect and use testimonials from "typical" Customers and satisfied users.
3. Inference. Inference is a plausible link or tie-in to something or someone who has independent value or reputation. If you land a major recognizable account, publicize it. If you're recognized by a consumer advocacy organization or agency, let people know about it. If one of your Clients is a major celebrity, get their endorsement. People will infer that you must be a credible business because "they" trust you.
It's important to build and sustain credibility to offset today's FUD factor: Fear, Uncertainty and Doubt. With all that's going on in the world — and in your local community — give people solid reasons to trust you. Give them Evidence, References, and Inferences.
//Richard Randolph
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