In advertising, trust is one of the most valuable currencies your business can earn. Sharing what is exceptional about your product or service only works if people accept it as the truth.
Effective advertising not only grabs attention but also establishes and reinforces credibility. The goal is to create ads that not only attract but also inspire confidence.
Here are some of the key strategies to create ads with credibility.
Believability is big
If you’re making a big promise, proactively answer how you’ll deliver on it. For example, “Same-day service guaranteed” is a lofty promise in some industries. The statement is stronger with messaging that highlights what is in place to make that possible. When it’s accompanied by an explanation such as “Twice as many staff on call during the busiest times means you never have to wait,” it’s easier for the audience to see how you can deliver on that promise.
Support bold statements with context. If you claim your greenhouse’s plants can handle a late frost, explain that it’s because they’re grown locally and acclimated to the climate. Providing this type of clarity adds assurance that your claim is grounded in reality.
Specific claims should be backed by verifiable facts. If you’re stating a specific rate of effectiveness (e.g. “kills 100% of mold spores”), it should reference a credible source.
Word-of-mouth and real-world examples
Customer testimonials and case studies are powerful tools to help build trust. Sharing authentic, relatable stories and examples of successful outcomes can serve as proof of what you can do for potential customers.
Familiarity builds credibility
Staying top of mind helps customers see you as solid and dependable. A marketing plan that allows you to advertise regularly with consistent messaging makes it easier for your audience to believe you.
Partnering with established media outlets and local personalities allows you to share in their credibility. Strategies like sponsored content and endorsements may require adhering to their guidelines, but in exchange, you can leverage the trust they’ve already earned with their audience.
Well-earned trust pays off
While responsible, ethical advertising will keep you within regulations, ensuring your ads are credible is also a must. Marketing material that assures customers that you deliver on your promises boosts consumer confidence and the effectiveness of every spend.
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