How using this one simple trick can boost credibility and help in building trust in you and your website. Easy to implement and proven to work.
According to statistics, the average person lies seven times every day. Approximately. Well, maybe. OK, I just made that figure up. It was a lie, but it was a good lie. A plausible lie. It wasn’t like a lie where my mouth is covered in chocolate but I deny eating it. It was a lie delivered with authority.
That’s what the great conmen and conwoman (conpeople?) of our times do. They lie but with authority.
Bernie Madoff built a $65bn Ponzi scheme by lying with authority. Victor Lustig lied with authority when in 1925 he sold the Eiffel Tower for scrap metal. And Robert Handy-Freegard lied with authority for 10 years controlling the lives of men and women by posing as an MI5 spy and using their money to enjoy a millionaire’s lifestyle.
The foundation of a good lie is to give it credibility, and credibility can be Acquired and/or Assumed.
Acquired credibility is the credibility that you have earned. You are trusted because you have shown that you know what you are talking about, you do what you say you will do for example.
Assumed is when your target audience assumes you, your product or service, your lie, is credible.
This assumption can arise because of a number of factors, for example, your provenance – a friend they know and trust referred them to you, or through your inferred qualifications – Dr. Wood, or even better, Professor Wood.
Credibility, and through it, trust, is assumed when you have lots of social proof, or when your Social feed is filled with lifestyle indicators – images of you and celebrities, your house, your cars, your vacations, your business, your successes.
Credibility is also assumed when users see ‘trust logos’ on your website, landing page, or checkout page.
So be sure to use trust logos that address the concerns of your target audience.
A trust logo relating to ‘Certification, Guarantees, Security, Satisfaction, for example, all work well towards establishing a perception of credibility and building trust.
Find certification authorities appropriate to your niche that you can sign up.
Display your trust logo prominently on your website, preferably at points where your audience will be looking for additional reassurance before committing to join or pay.
Make your own trust logo to promote your commitment to satisfaction or your guarantee. Make it look professional and impressive!
Tip: If you get your product pricing right, this will also help in building trust and confidence. See Why Product Pricing Should Never Be Too Low.