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One of the Internet's biggest problems is that many people don't quite trust it yet. All new forms of media go through this early in their existence. When telephones first came out, people were scared to death that scoundrels would use them to steal their daughters. Early radio stations were so alarming to the public that governments around the world practically tripped over themselves hurrying to enact stern protections. The Internet is having some of the same problems. When the general public is asked why they don't buy more things on-line or from businesses that market on- line, many admit that they're afraid of what lurks behind this incredible new technology. Of course, much of this is simply fear of the new and it will gradually disappear. In the meantime, here are five simple, but very powerful, things you can do to help prospective customers trust your on-line marketing. 1. Tell readers about YOU. Include yourself in everything you do on-line. People want to know WHO is behind the sales letter, the web site, the product line, and the offered service. Don't be modest. Supply prospective customers with lots of details about you, your business, and how your business got started. Let readers know why you do what you do. Putting yourself into your marketing gives your on-line advertising a human touch. When readers feel they know you, they begin to trust you. Ruthie sells her custom made afghans from her web site. Each page includes her photo in the corner. Her grandmotherly image, smiling at the prospect, helps to put on-line shoppers at ease. 2. Give full details about your offer. Don't leave people guessing about what you're selling. Rather than reading through five pages to find out what you're up to, the vast majority of readers will click away if they think you are trying to confuse them or have something to hide. Tell people right from the very beginning what you are selling. 3. Stay away from cliched marketing. Many people associate copy that starts with "I threw it away" and "Read this twice, then read it again" with get-rich-quick schemes sent as unsolicited e-mail. It's much better to start your on-line marketing with a headline that outlines the most enticing details of your offer. Then quickly fill in the rest of the basics. After that you can include full information for the reader that wants all the facts she can get. 4. Include a guarantee to reduce the risk of buying. A 30 day money-back guarantee is required for mail order items. Some on-line businesses have extended that guarantee to 60 days or even a full year. It's hard not to trust a company that stands behind their products and services for that length of time (and in practice, very few people will ever ask for a return or refund). 5. Supply prospective customers with more traditional ways of contacting you. Give phone numbers, regular mailing addresses, and include the names of principle members of your company. This reassures customers that you are a "real" company and your claims can be trusted. Such disclosure is also being required in state legislation and proposed regulations. In the end, few things are as valuable to a business as customer trust. That's why famous trademarks and widely known franchises are so important. Their names, products, and services are familiar and trusted by the public. Work to achieve a personal touch in your on-line marketing. Be clear about what you're offering and provide reliable service. You'll be giving prospective customers plenty of reasons to trust you. Kevin Nunley provides marketing help for businesses and organizations. Ask for his list of Special Reports and Tapes on marketing at DrNunley@aol.com or (801)253-4536. He can also serve as your copywriter, or design and promote your web site and on-line marketing activities. See all his articles on his Marketing Info Supersite at http://members.tripod.com/~DrNunley
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