Focus on Your Strong Suit

Before you attempt to create and establish “The Marketing of Credibility”, you need to need to determine the marketing niche that is your strong suit, build the company image around it, and, make that strength of yours the focus of your marketing approach.

If you are selling widgets with a new handle on it, you need to say something like “forget about dropping our widget with our new easy to carry handle. (This also includes the benefit to the customer of the new handle, the handle is a feature!)

If you are selling selection, you need to say something like “Insufficient selections can cause decisions that are often unpleasant in results, you don’t have that risk with our ‘total selection’ inventory.” Again, this describes the positive effect of the feature, not just the feature. Like any effective salesman, you have to tell them what the benefit of your “added value” is to them personally, not just what it is.

Your strong suit needs the majority of the attention, and, the majority of your establishment of credibility! How many times have you heard the “come on” “best prices in town?” That is the kind of misrepresentation used by companies that are more interested in a quick sale than getting referrals by being “straight up” in their marketing delivery. They probably don’t have the best prices, and, that probably isn’t the only area where they are deceitful. Don’t let the shady companies and their reputation for deceit affect your business, learn to focus on your strengths and document them for credibility.

I have seen ads that say “Free Web Hosting”. In the fine print it says “for 3 months”. This is the total opposite of establishing credibility early and does not showcase any focused strengths, only the weakness of deceit!

You may wish and need to also throw in your additional attributes, even if everybody else does them too, but, don’t clog your ads or marketing efforts with “me too” benefits, you need to separate yourself from the pack with your strengths. Take a look at your competitors ads in the yellow pages and newspaper and try not to be like them. Come from a different angle, with your strong suit, and focus on it!

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