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Raise Your Bottom Line With a Raise in Credibility

Want someone to buy something from you?small town or a vacuum cleaner store
First you'll tell that person about thethat services 7 provinces and 3 other
product and why he or she must buy itcountries as well? These numbers can
from you. You need credibility so thathelp your credibility.
person's going to believe you, right?6) The number of customers served: You
Otherwise without any credibility,can use the now-famous technique that
they'll think you're full of thin air,MacDonalds uses- I once passed by one
and walk away.franchise and I saw that MacDonalds now
You have to establish your credibilityhas a tally of 99 BILLION customers
in the eyes of your potential customerserved!! The number of customers you
for a successful sale (via person, ahave of course ties in with the
sales letter, ad, website, etc.). Therelongevity and reliability of your
are a number of ways to show people thatbusiness.
what you say is true and solid.7) Show someone how good your product
Out of all of the following suggestions,is: Show them! Sometimes with products
you can take the ones that you feel canyou can do a physical demonstration or a
work for you, and put a lot of emphasisvideo that displays the actual features
on them in your marketing material.and benefits of the products. A video is
1) Customer and client lists: Ana great way to show people what your
excellent way to demonstrate toproduct can do, such as a vacuum cleaner
potential clients how long you've beensucking up all the junk from your carpet
in business, and how many clients you've(if you sell vacuum cleaners!). If you
served over that period of time. Thissell knives, do a demo of how well your
has to been done carefully because youknife cuts through plastic or some fruit
don't want to infringe on the privacyor vegetable. And so on.
rights of your customers (so it's wise8) Testimonials: They've been proven
to ask permission to print their name onbeyond doubt as a surefire way to
your customer list).establish credibility of your product or
2) Length of time in business: Showservices. Let someone else speak for
people you are for REAL, not ayou! Testimonials come in many forms.
fly-by-night, come-and-go business type.Websites and sales letters can display
Obviously the longer you've been inyour written testimonials. Video or
business, the better. I'm sure you'veaudio testimonials can be played.
often seen signs on storefronts sayingPhotographic testimonials (e.g. If you
"Established 1867" or some equivalent.had numerous photos of you standing
Would you feel more comfortable buyingbeside satisfied customers, that is a
from a well-established business?great way to show people that you have
Probably. They're trying to show youcustomers and they believe in you). When
their longstanding business solidity.you allow other people to speak for you
3) Past credentials, qualifications, andabout your product or service, the
experience: They establish you as acredibility is always increased by at
person who is qualified to discuss withleast a few points.
people whatever topic is on hand. For9) "Story books": A less common, but
example, what more credibility couldjust as powerful, form of
come from a person trying to sell you acredibility-booster that tell the story
tennis racket as someone who has won theof your customer, how they began, how
Wimbledon twice and the U.S. Tennis Openyour product or service came into the
three time times? There's no question inpicture, and how your customer's
your mind that this person knows whatproblems were solved or desired
he's talking about when it comes to hissatisfied. The level of detail in the
product. Or a real estate agent whostory allows it to rise above the normal
happens to be an experienced contractor-3-sentence testimonial in terms of
you'll believe what he says when itcredibility.
comes to houses and what you're getting10) Another type of testimonial that are
for your money.under-exploited are toll-free 800
4) Financial references: Commonly used"eavesdrop lines" to give clients and
to show people how successful you are incustomers a chance to listen in on what
what you do. The number says it all. Ifothers say about your product or
you went to a eyeglass store, and thereservice.
was a sign in there telling you that11) And finally, many of the mediums
this little store did $800,000 ofabove- writings, audio, and video- for
business last year, you'd probably thinkall the different types of credibility
that this store is doing something rightboosters can be put online in websites
in their business. Your logic will telland email attachments.
you that whatever they say you'llYour customers will definitely be ready
believe.to listen to you and eventually buy (or
5) A count of the regions/citieshire) from you, but only once you've
countries that your business serves:established your "reputation" - which is
What would seem bigger in your eyes- ayour credibility.
local vacuum cleaner store selling in a



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