Nolsen Bedon, Ltd.

Anticipating Skepticism

Most consumers will doubt anything a marketer says to them. They have been conditioned through experience to be skeptical of everything they hear. The best marketers understand that and don’t try to change the consumer’s initial mind state. Instead, they arm themselves with enough evidence to win people over, and then present that factual information carefully and deliberately.

Ultimately, by overwhelming the customer with demonstrations of results, credibility can be established. The more variety in those elements of proof that are presented the better, but the simple principle involved is that ultimately, the marketer has to produce so much solid evidence of results that the customer is forced to set aside his or her natural skepticism and accept the results. Precisely how much evidence will be required to achieve this will vary according to a large number of factors, but be prepared.

The Ultimate Marketing Plan

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