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Confidence! Everything Matters...

Time zips on by. Your prospects can’t afford to waste it or their money with companies that haven’t earned their confidence. In order to earn that confidence -- no stroll in the park, as you’ve most likely learned -- you’ve got to use specific guerrilla marketing weapons and use them properly. I emphasize “properly” because even a smart bomb isn’t a valuable weapon if it lands on your foot.

Guerrillas think in terms of getting down to the business of achieving and deserving credibility. All their marketing materials, whatever they say or show with their main message, also carry a “meta-message” -- an unstated, yet powerful communiqué to prospects.

The meta-message for Deuce Cleaners of a superbly written direct mail letter on very inexpensive stationery is going to be quite different from the meta-message of the same letter for Ace Cleaners on costly stationery that looks and feels exquisite.

The paper stock carries a strong meta-message. So does the real or metered stamp. The typeface speaks volumes and the printed -- or handwritten -- signature is even more eloquent. The Ace Cleaners letter has superb stock, a clear and elegant typeface and a hand-signed signature, using blue ink and a fountain pen. These are tiny details. Tiny but nuclear-powered. Why? Credibility is why.  

Not surprisingly, the Deuce Cleaners letter, even though worded exactly like the Ace Cleaners letter, will not draw as healthy a response because of its weak meta-message. A powerful meta-message inspires confidence.

Entire marketing plans fall by the wayside because inattention to seemingly unimportant details undermines the prospect’s confidence -- even if that confidence was earned elsewhere.

An amateurish logo or meme makes your company seem like an amateur. Any hint of amateurism in your marketing indicates to your prospects the potential for amateurism elsewhere in your company -- throughout your company.

Does this mean that cheap stationery, a plain Jane website, fuzzy type, and poor English destroy your credibility? Not entirely. But shabbiness in these areas certainly do not contribute to your credibility.

Next up 'How Absolutely everything you do that is called marketing influences your credibility'.

About the Author

Bruce Doyle

Pioneer of the Business Coaching Industry in the late 90's, Global Business Coach of the Year Hawaii 2003, Author of 4 Business Books, Entrepreneur and Founder of UnlimitedBusiness.com

Bruce has worked with 1000's of Business Owners over the past 20 years plus he's owned and operated over 30 Businesses across a range of industries. His focus is teaching business owners how to dramatically GROW PROFITS and GET MORE FREEDOM IN THEIR LIVES. 


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