“If you’re not happy, return this product for a full refund - no questions asked.”

     Your guarantee should be simple and straightforward.  The worst guarantees are those the automobile industry puts out.  You’ve heard them. They tell you what a great price you’ll get on your new vehicle and then a voice comes on and rattles all the exclusions and attorney warnings so fast that you’re pretty sure it’s some kind of subliminal message meant to trick you into purchasing.  Those guarantees are no guarantee at all.

     A great place to start is to see what kind of guarantee your competitor is providing.  You don’t need to top that guarantee, but you do need to match it.  Feature your guarantee on everything – emails, web pages, packaging, statements, invoices, and even receipts.

Product Reviews

     Product reviews provide credibility to your product or service.  Product reviews help persuade buyers to purchase your product.  Use customer reviews as well as reviews by industry magazines, local newspapers, or nationally recognized organizations such as J.D. Power and Associates.

     Product reviews can include rankings and designations.  For example, if the FDA has said your product passes certain regulations, promote that fact.  If your product has been labeled Kosher, promote that.  If your product meets OSHA safety standards, promote that.

Customer Service

    When customers have questions how do they get answers?  If you have a toll-free number for them to call, that can provide a level of assurance that says, “We believe enough in our product to support it.”  Now days e-mail and instant messaging are also appealing ways to provide customer service.

Client List

     A list of clients can show depth and breadth of experience for service providers.  It can also provide a glimpse of credibility to show a list of those who have had a good experience with your product or service.

     You’ll want to make sure you have permission to publish your list of clients.  If you own a credit repair business, publishing your list of clients is not a good thing.  Some businesses must keep their clientele private.  In my coaching business I never reveal the names of the entrepreneurs I work with;  I never reveal the names of the executives I work with; but I sometimes can reveal the names of the companies that I provide coaching services for.
 
     If you can’t reveal your client list then use some of the other means listed here to help provide credibility and trust.

About Us

     Many web sites have a page devoted to information about the company.  If you have a specific target market that you are aiming for this can add credibility to your business.  If your target market is people concerned with holistic healing and your “About Us” page describes your philosophy towards holistic healing then you can garner credibility.  If you are a service provider listing your credentials, academic papers, keynote speeches this can also lend credibility and help develop trust.

     Be careful that the description of your business and who you are is beneficial and does not distract from your other marketing.  This is not the place to state specific political or religious views unless your target market will be attracted to that type of statement.

     A properly constructed message can assure your current customers and potential customers that they can trust you and that you and your business are credible.