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Build Trust Through Advertising by Alyice Edrich
How many times have you forked over xx dollars
just to watch that money go down the drain? Have
you ever wondered what went wrong or what you
could have done differently? I know I have.
Advertising is truly a game of hit and miss. Its
a numbers game. The more someone sees your
company, your product, or your name advertised,
the more someone hears it being talked about by
columnists, reviewers, or a trusted friend, or
reads about it on forums and blogs, the more
trustworthy it becomes. And without trust, there
simply is no way you or your business can win!
So how do you and I build that trust? Thats what
Ive been pondering the last few weeks and I have
to say the only way to build trust is to create
trust. And to create trust, you must:
Be patient. Trust doesnt happen over night. Most
people dont willingly give trust away, you have
to earn it.
Pay for regular ad spots. Dont pay for a one
shot deal, but pay for 6 months of advertising
in the same publication. Give the publications
readers a chance to familiarize themselves with
your company and your products or services.
Send samples of your product to people who can
and will tell others about your product.
Ask for testimonies from past clients and/or
customers. Use those testimonies in all your
marketing and advertising materials. And if a
testimony is vague, ask for specifics. (Think of
those infomercials. You dont just hear that a
product works, the guest tells you how it worked
or why it worked.)
Send press releases on a weekly basis. Its not
enough to send a yearly press release. There are
simply too many companies competing for the same
free publicity. If your current press release
doesn’t draw enough attention, perhaps the 2nd
or 10th or 50th press release will.
As you begin planning the next stage of your
marketing plan, I encourage you to think about
ways you can build trust. Then take the
necessary steps to turn that trust into
profitable sales.
About the Author
Alyice Edrich is the award winning editor of The
Dabbling M. Stop by for your chance to win free
videos and books (http://thedabblingmum.com) or
to download three free e-books (http://thedabblingmumpress.com).
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