Quick Tip:
Glow by Association

As promised last week, here's one more tip on establishing credibility. We call it "glow by association." In other words, associating your product with experts, celebrities, and major media so some of their credibility rubs off.

This is particularly effective when you have few or no actual testimonials. Savvy marketers use this tactic because it provides a subconscious but powerful link between the expert's success and your product … and because it works.

For instance, if you're selling a real-estate investing course, you might include an actual quote by Donald Trump about why this is the perfect time to invest in real estate. "Donald Trump said in the January 23 issue of USA Today, 'There's never been a better time to invest in real estate than now …'"

Trump's unquestioned expertise combined with the status of USA Today adds significant credibility to your investing course. You get to bathe your product in the light of their success … and you're that much closer to making your sale.

The Professional Writers’ Alliance

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Published: June 14, 2004

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