To Tell the Truth by Lauren Hobson

C’mon, admit it. When you read a brochure, see an advertisement, or come across most corporate sales materials, you’re just a little bit skeptical, aren’t you? With good reason, I might add. Most of us have become used to the idea that when companies or organizations sell to us, they are probably adding their own “spin”, or maybe even trying to make their products sound just a little bit better than they really are.

Web marketing is different, though. The web is a giant source of information, a place where consumers can research products and prices and facts. It’s a place where shoppers tend to rely less on emotion and more on logic. A place where “spin” may not have the same power as in other marketing genres.

For example, let’s look at customer testimonials. Customer testimonials are always an effective marketing tactic, but web testimonials have a certain honesty to them because there are so many ways to verify the information. With the popularity of interactive blogs and product rating systems (like on Amazon or Ebay), it’s quite easy to find out what other customers think. Of course, not every single testimonial is 100% truthful, but after seeing similar comments from a variety of different web sources, customers begin to feel reassured by the collective experience and get a sense of what others think about a given product, service, or company.

Because so much information is freely available on the web, customers can easily find the best deal, the best value, and the best quality. They can compare products and services, plus have the data to back it up. They can find the truth. They can make buying decisions that are not based on marketing hype or “spin,” but on facts and information.

So go ahead, impress your customers with your honesty! Web users are becoming more sophisticated and better informed every day, so give them sincere, honest information on your web site. As they verify information and comparison shop, make sure you showcase your integrity –- because on the web, it matters.

About The Author

Lauren Hobson is the Editor of Biz Talk Newsletter, a free monthly publication designed to provide small businesses and non-profits with tips and techniques to help them make the most of their web sites and marketing efforts without spending a lot of money. Biz Talk is published by Five Sparrows, LLC. Visit us at http://www.fivesparrows.com or subscribe to Biz Talk at http://www.fivesparrows.com/biztalk.htm. Copyright 2006 Five Sparrows, LLC. All Rights Reserved.