- Statistics – ideally independently generated
- Awards – the fairy dust of the credibility business
- Accreditations – sometimes essential, other times a hygiene issue
- Analyst attention and endorsement – can go a long way for some customers in some markets
- Media attention and endorsement – the better the source, the more it adds to your cred
- Lists of customers – if you’ve got ’em, flaunt ’em
- Testimonials – more credible than you’d think; the good ones have a ring of truth
- Case studies – often boring and ignored; if you can get them read, they’re worth their weight in gold
- Your resources and assets – just being big and solid and here to stay builds credibility
- The credentials of your team – hard to get this into every conversation, but never hurts
- Other successful products – winners breed winners
- Your company’s commercial success – the trick is to not to focus on the growth but the reasons behind it
- Your reputation – the only way to control it is to execute brilliantly in every department
- The way you speak – a straight, open, honest tone of voice does wonders for credibility
- The way you look – clean, inviting design says clear thinking and user-friendliness
- The way you behave – personal interactions can wipe away all of the above or double it
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