Prove It! - Give Your Marketing and Advertising More Credibility

Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?

Tone it down. Even if it is possible, your claim that dieters can lose 50 pounds in a month probably won't be believed. Make it more realistic and representative of typical results.

Get customer testimonials. Let them see that others have had great results. Testimonials should be specific and include the customer's real name for the most credibility.

Get endorsements from experts. Respected authorities who say that your product or service is good make you look good.

Positive media coverage will make you a star. Media coverage provides an implied endorsement from a respected source.

Show a track record. Have you been in business for 20 years? Customers are more comfortable doing business with someone they believe will be around if there is a problem after the sale.

Make yourself accessible. Give a phone number or e-mail address where customers can contact you (or support staff) directly with questions. Phone numbers are especially valuable in creating the awareness that you are approachable by clients. Add live chat at your web site to resolve support issues.

Cite statistics from a reputable source to back up your claims. There is a joke that 67.8% of all statistics are made up on the spot. When you use statistics, tell where they came from.

And, never make claims that aren't true. If you are caught in a lie, it can be difficult or impossible to reclaim the trust of your customers.

Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with creative strategies that help your business excel. Get free marketing tips and discover what she can do for you at http://www.IdeaLady.com/.

In The News:

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HC protects Reckitt Benckiser against coercive steps on advertising its Ayurvedic drugs  ETRetail.comNew Delhi: The Delhi High Court on Tuesday directed the Centre not to take any coercive steps against pharma major Reckitt Benckiser if it advertises its ...
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MARKET REPORT: Warning on future of advertising sends television company ITV's shares into the red  Daily MailAdrien de Saint Hilaire at Merrill Lynch said the fall in the number of viewers watching traditional TV, combined with the loss of advertising that this will bring, ...
5G tech to enable smart cities, advertising will pay for it | Special: Consumer Electronics Show  AdAge.comAn estimated $34 billion will be spent on so-called smart cities by 2020, but taxpayers may not want to foot the entire bill.
Digital Air Strike's Acquisitions Deliver New Targeted Advertising & Digital Retailing Solutions. Get an Unfair Online Advantage at NADA Booth 128-S  http://cbtnews.com/Digital Air Strike Acquires Two Companies, Expanding Ad Tech and Digital Retailing Solutions for the Automotive Industry Third Acquisition in Ten Months Adds ...
The Brand New Truths of Social Media Advertising  The Georgetown VoiceThe World Wide Web is a beautifully bizarre land where a Kickstarter for a man making potato salad can raise $55,000. At the same time, the 2017 Women's ...
Why targeted advertising is becoming creepy  EricssonMany are saying that AI needs to be explainable. What this means is that processes handled by AI should be made more easily understandable to humans, and ...
Advertising and academia are controlling our thoughts. Didn’t you know?  The GuardianBy abetting the ad industry, universities are leading us into temptation, when they should be enlightening us, says Guardian columnist George Monbiot.
AT&T to Advertise on YouTube Again After a Nearly 2-Year Holdout  The New York TimesAT&T, one of the biggest advertisers in the U.S., had balked because offensive *content* too often accompanied its ads. Now it says YouTube has addressed the ...
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Sir Martin Sorrell: Facebook row hasn't deterred advertisers  The GuardianAdvertisers are declining to join the backlash against Facebook, according to Sir Martin Sorrell, despite a year of scandal at the social networking giant.
Advertising spend growth likely to slow  Shine NewsGlobal advertising growth is estimated at 3.8 percent in 2019, with a total value of US$625 billion,
‘So much questionable content’: Advertisers want better brand-safety tools for Facebook video ads  DigidayFacebook is developing a brand-safety tool for advertisers to more easily manage blocking publishers and video creators from ad campaigns.
Increasing Disparities in Unhealthy Food Advertising Targeted to Hispanic and Black Youth  Youth TodayA new report details the troubling practice of minority youth-targeted unhealthy food advertising by dozens of the nation's largest food/beverage companies.
Back to Basics: Maximize your YouTube advertising  Marketing LandAdvertisers are expected to spend just shy of $30 billion on online video this year – an increase of nearly 28 percent year-over-year, according to recent ...
The medical industry spends $30-billion a year on advertising, but do consumers need what they're selling?  Philly.comHoping to earn its share of the $3.5 trillion health care market, the medical industry is pouring more money than ever into advertising its products — from ...
Facebook has been on an advertising blitz to fix its reputation, and some publishers have raked in cash from its nightmare PR year  Business InsiderThe social network quadrupled its ad spending in select news outlets.
What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds  ForbesWhat do a chef, a basketball player, a tour manager, a carpenter, and an art dealer have in common? Turns out, the early makings of a successful career in ...
Analyst Predicts Amazon, Netflix Will Introduce Advertising Model In 2019  ForbesAmazon and Netflix are likely to introduce advertising sometime later next year, driven by the maturity of the streaming-video market and by increasing advertiser ...
Three large advertising screens planned for new Broadmarsh Car Park  Nottinghamshire LiveThey are planned to be fixed to the corners of the facility.
How Twitter Will Ensure Brand Safety For Video Advertisers In 2019  AdExchangerAs Twitter's video ad business grows, so does the amount of user-generated *content* on its platform. The challenge for Twitter, and brands that advertise on it, ...
Watch: Mexico’s largest airline trolled Donald Trump’s border strategy with this advertisement  Scroll.inAmidst the debate surrounding US President Donald Trump's demand for a border wall with Mexico, a Mexican airline jumped in with an ad that subtly trolled the ...
Gillette's controversial ad looks beyond advertising's male lens  mUmBRELLA*The new marketing lens Old marketing is often still stuck in a mindset of push, push, push the brand's features and benefits onto the consumer, who shall.
College students slammed for photo advertising ‘Taco Tuesday’ event: ‘Y’all should know better’  Fox NewsThe Ballard Center at Brigham Young University (BYU) has apologized after two students were called out for a photo advertising a Taco Tuesday event at the ...
Pioneering black woman in advertising dies | Agency News  AdAge.comBarbara Gardner Proctor was best known as the founder, in 1970, of the first ad agency owned by an African-American woman.
How Instagram is making outdoor advertising better IRL  Fast Company1 in 4 Americans has posted an image of an outdoor ad to the platform, according to Nielsen–and the industry is taking notice.
Russian company wants to put advertisements in SPACE so they can be seen in the night sky  Daily MailStartRocket is a Russian company hoping to use Cubesats - briefcase sized spacecrafts - in low-Earth orbit and arranging them in a particular way based on the ...
Pringles Returns To Super Bowl Advertising With New 'Flavor Stacking' Spot  GuruFocus.comPringles Returns To Super Bowl Advertising With New 'Flavor Stacking' Spot, Stocks: NYSE:K, release date:Jan 17, 2019.
7 tips to make your small business an Instagram star  USA TODAYGet out your pink paint. Or your coral, or yellow or teal. By the time you finish reading this column, you're going to be painting one wall of your small business a ...
The government shutdown could prevent some companies from advertising at the Super Bowl  CNBCCompanies spend millions of dollars on ads at the Super Bowl, in the hope that the event's vast audience will buy their new products and services. But the U.S. ...
Australian Open: The advertising trick served to tennis fans  The New DailyChannel Nine and UberEats have defended their use of “integrated” television commercials aired during the Australian Open telecast, denying the ads are in ...
What Gilette's PC 'toxic masculinity' ad gets wrong about advertising  Fox BusinessThe now-famous Gillette ad scolding men for toxic masculinity — the flavor of the month cause among the politically correct — isn't just a regrettable advertising ...
Bangert: Demolition uncovers ‘Used Cars,’ a relic of downtown Lafayette advertising  Journal & CourierUpper Main Street buzzing about an ad for 'Used Cars,' preserved on a brick wall for more than 70 years, uncovered when old R&M building came down.
Amazon's Cloud and Advertising Businesses Could Lift Profits  Motley FoolDon't overlook these two fast-growing and lucrative revenue streams.
OTA Fastest-Growing Acronym In Premium Video Advertising -- NOT OTT 01/17/2019  MediaPost CommunicationsHeroes & Icons, Bounce, Escape, Laugh, Grit, Comet and MeTV. Do you know those TV network brands? You should. Millions of viewers across the U.S. are ...
‘Just advertising tools’: Incentives and discounts on offer in crowded new-build market  Domain NewsHome builders and developers are offering buyers incentives in an effort to stand out amid the tough property market. Advertising campaigns that spruik prices ...
Here's Amazon's Latest Foray into Advertising  Market RealistAmazon (AMZN) is beginning to strike gold in its digital ad business. The segment has seen triple-digit YoY (year-over-year) growth in the last few quarters.
Peter Mallouk's Creative Planning launches national TV advertising to challenge wirehouses but will it work?  RIABizThe $36-billion Kansas RIA will make his point with tailors, docs and waiters who have Wall Street attitudes but one expert counsels caution.
Punjab sets Rs 150 crore income target for outdoor advertising  Times of IndiaCHANDIGARH: Setting a Rs 150-crore target for generating income through outdoor advertising in 167 cities of Punjab, state local government minister N.
5 things we learned about AT&T’s media and advertising business in 2018  DigidayWhen 2018 began, AT&T did not have a massive media and advertising business. But the telecom giant is closing the year with a portfolio of TV networks, ...
Queen advertising for new Buckingham Palace chef - Could you cook for the royals?  ExpressTHE QUEEN is hiring a new royal chef to work at Buckingham Palace.
How Bluetooth can unlock the mystery of outdoor reach  WarcBluetooth, the technology that uses wireless connectivity to exchange data across short distances, could be a powerful solution for measuring outdoor ads, ...
Red Lobster stops advertising on Tucker Carlson's Fox News show after he made controversial comments about women's pay and immigrants  Business InsiderRed Lobster joins 19 other advertisers that have cut advertising on the show since December, including IHOP, Minted, and the jobs site Indeed.
The Current Applications Of Artificial Intelligence In Mobile Advertising  ForbesOne of the biggest selling points of “AI revolution” across multiple industries is the promise to automate and eliminate low-value business processes. Mobile ...
A Transparency "Reckoning" Awaits the Digital Advertising Industry  MarTech SeriesHow much havoc does ad fraud wreak on digital advertisers? The founders of Ad Tech startup tribeOS are exhibit one. Collectively, their online businesses lost ...
In-depth: Why in-house programmatic advertising is still a jargon for Indian brands  Best Media InfoBestMediaInfo.com spoke to experts from various brands and agencies to find why Indian brands are still dependent on third-party data sources and how ...
Smith Advertising founder sentenced to maximum 5 years  The Fayetteville ObserverTAMPA — The founder of an advertising agency that defrauded investors in Sarasota and elsewhere out of $63 million was sentenced Friday to five years in ...
Hulu Will Start Offering ‘Attribution’ Measures for Advertisers  VarietyHulu is the latest media outlet to start offering so-called 'attribution' measures that try to gauge whether ads spurred consumer action.
President advises media to stop relying on govt for advertisement  DAWN.comPresident Dr Arif Alvi on Friday suggested that the media industry should create its own revenue streams instead of depending on the advertisements given by ...

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