Thought For The Week


To convert new customers to your brand, you need to offer the holy trinity of marketing – an obvious benefit, a dramatic point of difference and a reason to trust.

While prospects may see what’s in it for them and accept that your product could be significantly better than their chosen brand, most will not switch unless you give them a reason to believe that you will deliver on your brand promise.

Simply put, a brand will fail – if it fails to inspire trust!

Here are the four most effective strategies to imbue belief in your brand:

  • Customer testimonials can have a dramatic impact but only if it is obvious the endorser is a real person.
  • Awards– prizes mean pounds so focus on winning meaningful industry awards.
  • Barstool Logic– something Prime Minister Margaret Thatcher had in spades. She built trust in her financial logic by repeating: “When it comes to money, we women are well-used to taking charge of the household budget.”
  • A Guarantee is the most powerful strategy of all but, the more conditions you attach to your guarantee, the less powerful it becomes.

At Beattie Communications and Only Marketing we offer a no-quibble money-back guarantee and over the years it has helped us win millions of pounds of new business.

What more can your brand do to stimulate trust?

Read our Elementary Guide to Messaging at Only Marketing’s Learning Academy.

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