Credibility Is Everything

By Koh Kit Ngu

People buy from those they know, like, and trust. To succeed online, you need to create a comfortable environment where prospects can get a feel for who you are and what you're all about. It's important that you establish credibility at every opportunity and help foster good feelings about doing business with you.

Visitors arrive at your site presumably due to your lead generation efforts. They're interested, but unsure. Perhaps they've never heard of you. The fact that you live half way around the world is another cause for concern. Your job is to alleviate any uncertainty and make visitors feel comfortable about you, your product and business.

When you know your market and you communicate such an understanding, your prospects soon develop an affinity towards you.

Talk to your prospect as a friend. Be warm and personal. Tell them the way it is in a straightforward and truthful manner. Don't beat around the bush. Be direct and forthright - the same way you'd communicate with a friend. Show you care. Demonstrate a knowledge and respect for your audience and they'll be inclined to like you too.

Trust begins with a professional presence -- and that begins with your own domain name. It's shocking to me how many marketers attempt to sell products from a site that clearly exposes their amateur status. Get your own domain and find an affordable host that doesn't demand an advertising banner or pop-up window promoting their services on your site. That's all it takes to get started on the right foot.

Make full use of endorsements, testimonials, and associations. Give people something that's a little easier for them to accept and believe - like the comments of a recognized authority who has used your product.

Project an image of stability. Let people know you've been in business for x-number of years and show them your real world business address and facilities.

Give them something they can relate to -- something that makes you seem like a real, legitimate business with a physical location somewhere on planet earth. It's comforting and reassuring for prospects to know that yours is a real legitimate business.

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