B-to-B Insights: Follow the Formula to the 'C'
The most obvious way to build credibility is with customer testimonials, and if you are not using them widely and proactively in your marketing, you are missing an effective means of overcoming skepticism. Also, don't overlook the opportunity to have customers give you video testimonials at your events. Post these customer video testimonials on your Web site and landing pages.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.