This tactic is 3x more powerful than your company’s ad
A 2009 survey (Edelman Trust Barometer) showed that, of people surveyed in 20 countries, 62% say they trust corporations less now than they did a year ago. With this credibility problem, how can you build the trust that is needed to attract new customers? The number one way is to let your clients share their positive experience. In the PR world, “editorial” about your business (information written by a third party such as a journalist) is considered three times more credible than an ad you’ve purchased yourself. The same holds true, to an even greater degree, of having an actual buyer tell their positive experience from their point of view, as compared to the same information from your company’s perspective. Ask your happy clients to put their experience in writing and get permission to use the information in your marketing.
