Creditability In Advertising

I recently saw an ad taped to my mailbox, mind you, my mailbox is shared by many residents of my area. The postal real estate is typically reserved for flyers of lost dogs, cats, small children, etc. This time, however, the ad was soliciting a service which, I feel, requires a personal connection. The ad simply stated: "Affordable, Quality, Licensed, Day Care. Call XXX-XXXX"

While I do not have children yet, I can only assume a responsible parent would look at this impersonal solicitation for their young children and laugh. Would you consider trusting this nameless, faceless, credit-less, organization with your children? Maybe some days this would be appealing, but realistically?

I started thinking about credibility and what an important role it plays in today's business economy. I looked in the yellow pages for a landscaping company - six pages vying for my dollar, yet all of them lacked personality. Not one said, "We are a credible company you have heard of."

Granted, building a brand name takes longer than a day or a dollar. Not one person on my mailing list has the Microsoft arsenal of marketers, nor do they have the brand recognition worldwide. But thousands of "small businesses" (a term I hate) have incredible local recognition. Think Blue Sky Landscaping (for you Western Washington folks), what about Dillanos Coffee? They are based right here in Sumner. Ever heard of Pink Coconut? Headquartered in Puyallup.

What do you do to make your company say, "I am someone you can trust."? How do your customers get to be your customers? Obviously word of mouth is a powerful marketing tool - but you can't buy that. If you could, we would all be millionaires and word of mouth would not have the same credibility. What about new customers?

For some, leaving an anonymous flyer on a mailbox will work. For daycare? For in-home services? No.

Write back and let me know what you do to bring creditability to your company. In my next article, I will share some of your thoughts - think about it, instant (creditable, free) publicity.

S. Nestor writes for StormFront Development, a pioneer in web development. Visit their private forum SF:Club (http://www.thesfclub.com) to learn more. Contact him at snestor@stormfrontdevelopment.com

MORE RESOURCES:

On the Call: McClatchy CEO Gary Pruitt - BusinessWeek

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Storytelling and The Age of Persuasion: Two books on advertising - Washington Post

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serif/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNHZvUPPrDsOOGbbuCvR-bLwKT_1Hgamp;url=http://www.washingtonpost.com/wp-dyn/content/article/2010/07/30/AR2010073002548.htmlbquot;Storytellingquot; and quot;The Age of Persuasionquot;: Two books on badvertising/b/b/abr /font size=-1bfont color=#6f6f6fWashington Post/font/b/fontbr /font size=-1For more than a century, storytelling and badvertising/b have shared the same multimedia bed, provoking, manipulating, offending and occasionally entertaining b.../b/fontbr /font size=-1 class=p/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=dQc-RyFX3Fy-SXMnobrb/b/nobr/a/font/div/font/td/tr/table

Mediaset 2Q Pft Up On Advertising Spending Growth - Wall Street Journal

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Marvel Issuing Takedowns Over Thor Trailer; Hey Marvel: Trailers Are Advertising - Techdirt

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Present at the Birth of Modern Advertising - Wall Street Journal

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serif/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNEajNn-XTABvDMhpv11nxkmSL2E_Aamp;url=http://online.wsj.com/article/SB10001424052748703724104575380081867728438.htmlbPresent at the Birth of Modern bAdvertising/b/b/abr /font size=-1bfont color=#6f6f6fWall Street Journal/font/b/fontbr /font size=-1In the nascent days of badvertising/b, in the first half of the 20th century, no one was more successful—or more influential—than Albert b.../b/fontbr /font size=-1 class=p/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=dWakTC5hmaLy6-Mnobrband morenbsp;raquo;/b/nobr/a/font/div/font/td/tr/table

Bogusky Turns Back on Career as Advertising Fails to Reveal Deeper Truth - Bloomberg

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serif/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNG3OR89gNOwkgR84uww3V9g-JP6GQamp;url=http://www.bloomberg.com/news/2010-07-30/bogusky-turns-back-on-career-as-advertising-fails-to-reveal-deeper-truth.htmlbBogusky Turns Back on Career as bAdvertising/b Fails to Reveal Deeper Truth/b/abr /font size=-1bfont color=#6f6f6fBloomberg/font/b/fontbr /font size=-1Alex Bogusky, former creative director of Crispin Porter amp; Bogusky badvertising/b agency. b.../b/fontbr /font size=-1a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNH3KyESZhvk2lCl8GDeQN5Ct_ZMRwamp;url=http://www.businessweek.com/magazine/content/10_32/b4190060449252.htmMad Man/afont size=-1 color=#6f6f6fnobrBusinessWeek/nobr/font/fontbr /font size=-1 class=p/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=dd6KWALZ_hCbTeMzJG8gSSVwW2VaMnobrball 2 news articlesnbsp;raquo;/b/nobr/a/font/div/font/td/tr/table

Should Food Advertising to Children Be Restricted? - New York Times

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serif/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNFdnvJ7lKh0jcj3hqBGRwyKBLZJfAamp;url=http://www.nytimes.com/2010/07/31/opinion/lweb31cereal.htmlbShould Food bAdvertising/b to Children Be Restricted?/b/abr /font size=-1bfont color=#6f6f6fNew York Times/font/b/fontbr /font size=-1Once again, the food industry objects to tougher badvertising/b standards. It claims its own voluntary guidelines are sufficient to protect public health, b.../b/fontbr /font size=-1 class=p/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=dsXeqUqgxJoqVHMnobrb/b/nobr/a/font/div/font/td/tr/table

Microsoft plans to protest Yahoo Japan-Google partnership - Washington Post

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNG4hPnOSHqz6VEu_P5shGcMYss9jgamp;url=http://www.macworld.co.uk/digitallifestyle/news/index.cfm?newsid%3D3233884%26pagtype%3Dallchandateimg src=http://nt0.ggpht.com/news/tbn/9CoDr8AHQcp2yM/6.jpg alt= border=1 width=80 height=80 /br /font size=-2Macworld UK/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNFrtXOHDCfiYGHSsURgTeEILLsbPgamp;url=http://www.washingtonpost.com/wp-dyn/content/article/2010/07/30/AR2010073004231.htmlbMicrosoft plans to protest Yahoo Japan-Google partnership/b/abr /font size=-1bfont color=#6f6f6fWashington Post/font/b/fontbr /font size=-1Microsoft said it plans protest a search and badvertising/b partnership struck by Yahoo Japan and Google by telling regulators in Japan that b.../b/fontbr /font size=-1a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNFsBIcrXQM0o4MdwWwJL3FyZ2Twnwamp;url=http://www.businessweek.com/ap/financialnews/D9H9JJ300.htmWhat earnings reports have revealed about ads/afont size=-1 color=#6f6f6fnobrBusinessWeek/nobr/font/fontbr /font size=-1a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNGiAYY2LlIETcyhQDqCDn_XCwAugAamp;url=http://www.pcworld.com/businesscenter/article/202283/microsoft_will_try_to_block_googleyahoo_japan_deal.htmlMicrosoft Will Try to Block Google-Yahoo Japan Deal/afont size=-1 color=#6f6f6fnobrPC World/nobr/font/fontbr /font size=-1a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNHl9BjoPAjbLNUCFxexGUJonEX-cQamp;url=http://sanjose.bizjournals.com/sanjose/stories/2010/07/26/daily114.htmlMicrosoft to challenge Yahoo Japan deal/afont size=-1 color=#6f6f6fnobrSan Jose Business Journal/nobr/font/fontbr /font size=-1 class=pa href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNE9pnqC4ydyYqvSzMKdDhB-eAUPMAamp;url=http://www.startribune.com/lifestyle/99632929.html?elr%3DKArks7PYDiaK7DUHPYDiaK7DUiD3aPc:_Yyc:aUUrnobrMinneapolis Star Tribune/nobr/anbsp;-a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNHpI-qknozEyMkLs6jtSxK6-K6f2wamp;url=http://news.softpedia.com/news/Microsoft-to-Take-Legal-Steps-to-Block-Google-Yahoo-Japan-Deal-150050.shtmlnobrSoftpedia/nobr/anbsp;-a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNFpx3zyI4Lw29gHrvok7KI73eclqAamp;url=http://news.cnet.com/8301-1023_3-20012265-93.htmlnobrCNET/nobr/a/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=dS38QbZoiDZXMJMW70HLHsTl3GwcMnobrball 101 news articlesnbsp;raquo;/b/nobr/a/font/div/font/td/tr/table

We get a charge out of driving Nissan Leaf - CNET (blog)

Google Says Web Search, Advertising Being Blocked in China - Bloomberg

table border=0 cellpadding=2 cellspacing=7 style=vertical-align:top;trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNGwo1Rh_xCHoLpnx63GI5zAj205ZQamp;url=http://www.thehindu.com/news/international/article541814.eceimg src=http://nt3.ggpht.com/news/tbn/yxoJK5au7Dy4IM/6.jpg alt= border=1 width=80 height=80 /br /font size=-2The Hindu/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbr /div style=padding-top:0.8em;img alt= height=1 width=1 //divdiv class=lha href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNGP4fJ4Rv_aKdx-y00b20BeYa8vgwamp;url=http://www.bloomberg.com/news/2010-07-29/google-says-web-search-advertising-being-blocked-in-china.htmlbGoogle Says Web Search, bAdvertising/b Being Blocked in China/b/abr /font size=-1bfont color=#6f6f6fBloomberg/font/b/fontbr /font size=-1b.../b Levy talks about Google Inc.#39;s announcement that some of its services, including Web search, mobile and badvertising/b, are being fully blocked in China. b.../b/fontbr /font size=-1a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNGt9cJAFGndcq5151EUsT5fmZNHRgamp;url=http://www.hindustantimes.com/Google-on-hiring-spree-in-China/Article1-580496.aspxGoogle on hiring spree in China/afont size=-1 color=#6f6f6fnobrHindustan Times/nobr/font/fontbr /font size=-1a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNGxPOYP12ZG1e5tqhDzSs7Ned76lwamp;url=http://latimesblogs.latimes.com/technology/2010/07/google-search-engine-mobile-service-blocked-in-china.htmlGoogle says search engine, mobile service blocked in China [Updated]/afont size=-1 color=#6f6f6fnobrLos Angeles Times (blog)/nobr/font/fontbr /font size=-1a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNFuSWkkCYM1HneCpmPeRK7CoQzUbQamp;url=http://www.digitaltrends.com/international/googles-china-services-experience-hiccup/?news%3D123Google#39;s China Services Experience Hiccup/afont size=-1 color=#6f6f6fnobrDigitaltrends.com/nobr/font/fontbr /font size=-1 class=pa href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNHGhi79rtrN9R5zskd9SWCMblwG8Qamp;url=http://traxfer.ft.com/cms/s/2/70d676de-9b69-11df-8239-00144feab49a.html?o%3D%252Fhome%252FuknobrFinancial Times/nobr/anbsp;-a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNGp2k5oE5vSmx_kr4oC2XO8VQrP-wamp;url=http://www.bloomberg.com/news/2010-07-29/google-says-web-search-advertising-among-services-being-blocked-in-china.htmlnobrBloomberg/nobr/anbsp;-a href=http://news.google.com/news/url?sa=tamp;fd=Ramp;usg=AFQjCNHodK5GH9vC_nJ3p1kY-aXxmioB9wamp;url=http://www.melodika.net/index.php?option%3Dcom_content%26task%3Dview%26id%3D48474%26Itemid%3D50nobrMelodika.net (press release)/nobr/a/fontbr /font class=p size=-1a class=p href=http://news.google.com/news/more?pz=1amp;ned=usamp;ncl=dp6y1sS2tvhGBIMAWgQ2g9oGTMHaMnobrball 737 news articlesnbsp;raquo;/b/nobr/a/font/div/font/td/tr/table

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It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign.

Seven Ways to Kick Up the Power of Your Print Advertising - More Small Business Power Tools
If you're a retailer and the only kind of advertising you do is built around sales events, you don't need much in the way of advice. All your advertising needs to do is spell out as clearly as possible what's on sale, the amount to be saved and your store's name, address and phone number.

Turn Your Ad Copy into a Goldmine!
Today, more than ever, it is crucial that your ad copy explodes the reader's curiosity. Are you interested in simple yet powerful ways to improve your ad copy so your readers will rush to action? Invoking a reader's call to action can be communicated in various effective ways.

Electronic Display Boards
Electronic display boards signify high priority messaging, allowing you to communicate critical, and time-sensitive information.Electronic display boards are present at many fast food restaurants today, aiding, and restaurants to increase sales, publicity and improve their service to you.

Testing Headlines
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.

Present Your Product On A TV Show for FREE
Would you like to get your new or existing Internet business moving nearly at the speed of light? Do you know what is required to get your business noticed and how to build your personal credibility fast, making clients secure enough to purchase from you over the Internet?The Simple AnswerThe primary answer is putting potential clients in a comfort zone relative to your product quality and your reputation as an authority in your marketing niche.One SolutionMarket it on television.