Bring in an authority until you have become one

I’m writing this from the perspective of a website for simplicity, but the lessons apply to any form of communication in marketing or sales (paid ads, pitch decks…).

When someone lands on your website, they automatically try to determine if you’re legitimate.

There are various ways customers assess a company’s legitimacy, most of which are subconscious.

Customers do this based on their experiences; they search for familiar trademarks that their known companies possess, at its foundation traits as correct grammar, clean design, and a common content structure.

However, many customers have also learned that anyone can hire a designer and writer.

It’s challenging to uncover the company behind the scenes of a polished website or deck.

Especially with digital products and services, there’s often a fear of being deceived.

“Why is this person offering data so cheaply? What secret do they possess that I can also discover?”

The most compelling incentive to engage with something, ultimately leading to a sale, is social validation.

Social validation is the fundamental societal premise that has enabled humans to come together, fostering the growth of economies and communities.

If your customer senses that someone they know, either directly or indirectly, has engaged with your business or even made a purchase, they will feel a sense of familiarity.

The feeling of familiarity is akin to a feeling of safety.

When making a purchasing decision with real money, most customers want to ensure that they’re making a safe choice.

Most businesses don't make many spending decisions based on taking big risks, as their business itself is already one massive risk.

Social validation can equally originate from companies and organizations.

If you’re selling a marketing tool for efficiency, ideally you would associate it with a company known for having a strong marketing team, a solid reputation, rapid growth…

Which logo companies would be beneficial to showcase on your website to inspire trust?

It has become a trend in the startup world for smaller digital tools, for instance, to use phrases like "Used by customers at Google, Apple, CNN" instead of “Customers include Google…”

Reflect on this concept and approach it creatively.

Can you identify a person or company that would be willing to publicly endorse you in your marketing materials?

A good marketing strategy lowers your customers' guarded barriers so they feel safe to spend money with you.