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Raise Your Bottom Line With a Raise in Credibility

Want someone to buy something from you? Firststore selling in a small town or a vacuum
you'll tell that person about the product andcleaner store that services 7 provinces and 3
why he or she must buy it from you. You needother countries as well? These numbers can
credibility so that person's going to believehelp  your  credibility.
you, right? Otherwise without any
credibility, they'll think you're full of6) The number of customers served: You can
thin  air,  and  walk  away.use the now-famous technique that MacDonalds
uses- I once passed by one franchise and I
You have to establish your credibility in thesaw that MacDonalds now has a tally of 99
eyes of your potential customer for aBILLION customers served!! The number of
successful sale (via person, a sales letter,customers you have of course ties in with
ad, website, etc.). There are a number ofthe longevity and reliability of your
ways to show people that what you say is truebusiness.
and  solid.
7) Show someone how good your product is:
Out of all of the following suggestions, youShow them! Sometimes with products you can do
can take the ones that you feel can work fora physical demonstration or a video that
you, and put a lot of emphasis on them indisplays the actual features and benefits of
your  marketing  material.the products. A video is a great way to show
people what your product can do, such as a
1) Customer and client lists: An excellentvacuum cleaner sucking up all the junk from
way to demonstrate to potential clients howyour carpet (if you sell vacuum cleaners!).
long you've been in business, and how manyIf you sell knives, do a demo of how well
clients you've served over that period ofyour knife cuts through plastic or some fruit
time. This has to been done carefully becauseor  vegetable.  And  so  on.
you don't want to infringe on the privacy
rights of your customers (so it's wise to ask8) Testimonials: They've been proven beyond
permission to print their name on yourdoubt as a surefire way to establish
customer  list).credibility of your product or services. Let
someone else speak for you! Testimonials come
2) Length of time in business: Show peoplein many forms. Websites and sales letters can
you are for REAL, not a fly-by-night,display your written testimonials. Video or
come-and-go business type. Obviously theaudio testimonials can be played.
longer you've been in business, the better.Photographic testimonials (e.g. If you had
I'm sure you've often seen signs onnumerous photos of you standing beside
storefronts saying "Established 1867" or somesatisfied customers, that is a great way to
equivalent. Would you feel more comfortableshow people that you have customers and they
buying from a well-established business?believe in you). When you allow other people
Probably. They're trying to show you theirto speak for you about your product or
longstanding  business  solidity.service, the credibility is always increased
by  at  least  a  few  points.
3) Past credentials, qualifications, and
experience: They establish you as a person9) "Story books": A less common, but just as
who is qualified to discuss with peoplepowerful, form of credibility-booster that
whatever topic is on hand. For example, whattell the story of your customer, how they
more credibility could come from a personbegan, how your product or service came into
trying to sell you a tennis racket as someonethe picture, and how your customer's problems
who has won the Wimbledon twice and the U.S.were solved or desired satisfied. The level
Tennis Open three time times? There's noof detail in the story allows it to rise
question in your mind that this person knowsabove the normal 3-sentence testimonial in
what he's talking about when it comes to histerms  of  credibility.
product. Or a real estate agent who happens
to be an experienced contractor- you'll10) Another type of testimonial that are
believe what he says when it comes to housesunder-exploited are toll-free 800 "eavesdrop
and  what  you're  getting  for  your  money.lines" to give clients and customers a chance
to listen in on what others say about your
4) Financial references: Commonly used toproduct  or  service.
show people how successful you are in what
you do. The number says it all. If you went11) And finally, many of the mediums above-
to a eyeglass store, and there was a sign inwritings, audio, and video- for all the
there telling you that this little store diddifferent types of credibility boosters can
$800,000 of business last year, you'dbe put online in websites and email
probably think that this store is doingattachments.
something right in their business. Your logic
will tell you that whatever they say you'llYour customers will definitely be ready to
believe.listen to you and eventually buy (or hire)
from you, but only once you've established
5) A count of the regions/cities/countriesyour "reputation" - which is your
that your business serves: What would seemcredibility.
bigger in your eyes- a local vacuum cleaner



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