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Who Can You Trust?


You’ve probably heard the joke:

Illinois Governors have a two-term limit: One in office, and one in the penitentiary.


While our “convicted liar” former Governor was putting on an elaborate show on the witness stand for the past couple of weeks, a certain New York Congressman was being tried in the court of public opinion for his sex, lies and photographs and a former presidential candidate was indicted by a federal grand jury.

And it’s likely that not a single American was surprised about any of these indiscretions. Disappointed? Yes. Outraged? Maybe. But surprised? Nope.

There’s an overwhelming belief that politicians can’t be trusted. Same goes for Wall Street bankers, lawyers and used car salesmen – just to name a few.

And how about our beloved sports heroes?

Barry Bonds, anyone?

Roger Clemens?

Tiger Woods???

Even actors and actresses routinely make the news for criminal acts, from drunk driving to shoplifting – all the way up to murder.

Sure, the country is suffering through a mortgage crisis, a banking crisis and a housing crisis.

But what we’re really suffering through is: A Crisis of Trust.

People don’t know who to believe, or where to put their money.

And that fact has a tremendous effect on how we must market our businesses in the emerging New Economy.

More than ever these days, people are conditioned not to believe anything a company says about itself in its advertising and marketing.

So what’s the solution?

We must use as much proof as possible to back up any and all claims we make. In fact, keep this in mind at all times: What others say about your company, your products or your services is infinitely more believable than anything you could possibly say on your own behalf.

That has always been true, but it’s more important than ever in today’s “Crisis of Trust” society.

We can provide proof and overcome skepticism in many forms, including, but not limited to:

  • Testimonials
  • Case Studies
  • “Before and After” photos
  • Endorsements from trusted sources
  • Lists of satisfied clients

Always keep in mind: You can never use enough proof in your marketing.

And that’s the truth, the whole truth, and nothing but the truth.

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