There are many ways to create credibility.
Being quoted by the media as an expert is one.
White papers on websites is another as is blogs—at least if they have useful information.
Publishing books is more difficult, articles and columns less so.
One of the easiest and most effective ways of creating credibility on websites, brochures and other advertising is by weaving well-chosen testimonials into the material.
McDonald’s recently created a marketing campaign of Quality Correspondents—mothers who can speak to other moms about the healthy aspect of their fast food.
Businesses can have focus groups of clients and customers to get their opinion on what the company does right—and wrong.
By listening to them—and letting them know what has been done to right the wrongs—you can motivate them to become a sales force.
Because today, the most credible sources are “people like ourselves.”
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