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By Charlie Cook

You wouldn't buy a car if you didn't think it could get
you home. And you wouldn't purchase it from a dealer
you thought was robbing you blind on the price and might
not stand behind it if the engine fell out as you drove
it off the lot.

Before making a purchase from you, buyers need to trust
that your products and services will do what they are
supposed to. Does your marketing help establish the trust
necessary to convince prospects to buy from you? If you're
struggling to attract clients and customers, use the
following tactics to convert prospects to clients.

No matter how great your credentials are or how much
experience you've had, people pay more attention to what
OTHERS have to say about you.

Pick up the phone and call your customers to ask what
they thought of your product or service, what they liked
about it and how it was helpful. Edit their comments, get
their permission to use the comments and then feature
these testimonials in your marketing materials.

We have come to distrust ads and to believe what we read
in published articles. Invest your time in writing articles
to establish yourself as an expert. If you run ads, include
testimonials in them.

When you give something to people, regardless of the cost,
they are more likely to trust you and return the favor by
buying something from you. Use an ebook, article,
workshop or free demonstration to build trust.

When you need a new doctor, lawyer, plumber, carpenter
or a place to eat you ask a friend for a referral. You
trust the recommendations of people you know, and in fact,
that's how the majority of people find jobs. Don't wait
for the occasional referral to come in spontaneously;
implement a proactive system to generate referrals.

Team up with a business you trust that also targets your
market. Get them to include an endorsement of your
products and services in their marketing and do the same
for them. While a personal referral is ideal, an
endorsement is a close second. This tactic can double
your marketing reach at zero cost.

Tell a story instead of making impersonal and dramatic
claims of what you or your product does. Use case studies
to tell what you did for whom and the difference it made
in their life or their business.

Its a common misperception that to sound credible your
marketing should be dry and impersonal. People do
business with people. You need to help prospects get to
know you and trust you. Let your passion and personality
come across in your marketing as well as your
professionalism. Include a picture of yourself, with a
smile, in a prominent place on the first page of your
marketing materials.

Buyers' biggest concern is how well your product or service
will perform. Providing a guarantee may help, but in most
cases its not going to make the sale. Clarify the value you
provide and state your commitment to seeing that your clients
are not only happy, but ecstatic about your product and services.

If you want clients to get in touch with you, show them how.
Put your phone number at the top of your marketing materials
and tell them to call. When you call them, give them your
phone number again at the end of the conversation and tell
them to call. If you have a web site, put a contact form at the
bottom of your home page.

The people you see and talk to on a regular basis are usually
the ones you trust the most. Communication isn't the only
ingredient for developing trust, but it is a critical one. If
you sell services or high end products, a personal phone call
is one of the best ways to answer prospects questions, and to
establish trust. Contact your prospects and clients regularly
and get feedback on what they are concerned about.

You want to convert prospects to clients and clients to repeat
clients. Use these ten marketing tactics to build trust and
you'll find more prospects buying your products and services.

2003 (c) In Mind Communications, LLC. All rights reserved.

The author, Marketing Coach, Charlie Cook, helps independent
professionals and small business owners attract more clients and
grow their business with the 5 Principles of Highly Effective Marketing.
Signup for the Free Marketing Guide and the 'More Business'
newsletter, full of practical marketing tips at

This article was submitted by - Charlie Cook Please Rate/Review this Article - Recommend it to friends

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