A splendid example of credibility-building marketing – Perry Marshall
ByPerry Marshall is the man when it comes to pay per click advertising and especially Google AdWords. There just isn’t anyone better. He posted this article and video on his website which I thought was so great that I am posting it here. This is attraction marketing at its best. This ties in perfectly with Ann Sieg’s The Attraction Marketer’s Manifesto and the concept of credibility ranking. Hopefully we can learn this and apply it to our own businesses. Without further ado, here’s Perry.
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In phone consultations I often advise clients to create a “shock and awe package” or credibility-builder to mail to their prospects. Preferably something with weight and heft. Especially in service businesses where the potential value of a new customer is in the thousands of dollars.
So here’s my example: we’ve got water in our basement and Laura contacts a few waterproofing companies. Just yesterday, in the mail, we got a VERY clever package.
What’s clever about it is not how “heavy” the book is, but how very professional it was. It instantly put them at “the front of the line.”
I shot a quick 7 minute video where I show you the book and talk about the ingeniousness of the company that mailed it; the author who wrote it; the instant edge over the competition; and how both service providers and authors can create a very nice business from this idea.
Perry Marshall
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About the Author
Perry Marshall’s books on Google Advertising are the most popular in the world. He is referenced across the Internet and by The Washington Post, USA Today, and Entrepreneur Magazine.
He has helped over 100,000 Google Advertisers save billions of dollars in Adwords stupidity tax.
Calvin, this is a great post. This is a great example of the importance of Credibility Ranking. Thanks for sharing this. It is such an important topic and really does connect with Ann Seig’s Attraction marketer’s Manifesto.
Thanks
Cheryl
Great post Calvin. Left a comment on Digg. It is so true that without separating yourself from the competition. Building credibility is so important in today’s market. Everyone sends e-mails – why not send someone a special card? Professional, credible and “different” from everyone else.
Thanks for sharing this video Calvin. Great information.
Thanks for sharing this video Calvin. Definitely sparked ideas on ways to raise our own credibility and differentiate the way Ann Sieg recommends in The Attraction Marketer’s Manifesto.
Good post, great looking blog, added it to my favorites!