|
Author: Darrin Coe Article source: http://www.articlewarehouse.com/. Used with author's permission.
One of the prime motivating factors in the purchase decision making process is "trust". A consumer will at some point for however long or short of a time, ask the question, "Can I trust this company/person/product?"
In today's ever-changing world of marketing, electronic media, email, and advertising innovations and intrusions, companies, and businesses are marketing to an ever increasingly suspicious consumer, who is conflicted between their desire not to be "sold" to and their desire to consume. They are looking for ways to establish believability, credibility, and trust.
According to a paper by the Peppers and Rogers Group (2004), 36% of major U.S. corporations view privacy as an important part of the company's brand image.
It is my belief based on consumer thinking that one way to develop a competitive edge in the marketing world is to place greater emphasis on tying privacy policy to brand. This strategy places a direct link between trust and purchase while developing the beginnings of long-term relationship.
I suggest highlighting your privacy policy in all your marketing in a way that makes privacy, trust, and your brand synonymous. Let the consumer know that here is a business that will respect your privacy. Let them know that your communication with them will be relevant to their consumer needs. And you can let them know that information they share with your business will be used to better meet their needs and will not, knowingly be used against them, sold, or given to third parties.
It might even be smart to develop a short marketing campaign that focuses on your commitment to your customer's privacy, instead of simply stating that you have a privacy policy or stating your policy in unreadable font at the bottom of your literature.
About 50 % of consumers today have little more knowledge than brand or product recognition and have little desire to acquire extra information about a brand or product, so it behooves the marketing community to link recognition of their brand to trust, safety, and advocacy. Instead of selling to consumers, target your marketing to help them believe that you are making them safer and more secure by purchasing your brand and then back it up!
copyright 2004 Darrin Coe holds a masters degree in professional psychology specializing in consumer thinking. He publishes The Darrin Coe Ezine. You can subscribe at http://www.consumer-thinking.com/dcezine.html.
Visit Consumer Thinking.com at http://www.consumer-thinking.com.
Rules for Responsible Article Creation
For the advertiser seeking to create articles the rules are fairly simple: know your strengths and know your audience. It may help if you think of your current ...
Enhancing Life for a Lifetime
Do you often feel lonely, anxious, or even depressed? Is a mid-life or quarter-life crisis threatening your confidence, self-esteem and well-being? Do you yearn...
The History of the Acai Berry
Learn where the Acai berry comes from, how it can dramatically improve your health, and why it has all of a sudden become so popular and frequently talked about...
How To Choose Water Garden Plants
So. The water garden bug has bitten. You've dug and leveled and
sweated and said words you hope that no one else has heard. Now
it's time for the fun part - pic...
Screenwriting: Writing Good Stories
...it is not uncommon for there to be multiple mentors, one to help through the First Threshold and the Physical Separation and another to help during the Trans...
Understanding the Different Types of Yoga
Confused about the different types of Yoga? Read this quick guide to find out what's right for you.
How to Be Prepared for a Layoff
If you are concerned that your company might be planning a layoff, your best course of action is to be prepared. Employees often see warning signs that their j...
South Beach Diets and Fast Food Franchises
Franchise Chains and Businesses Changing Menus Observation of Strong Trend.
Summary of Adestras Presentation on Best Practice EZines at the July NEPA Conference
Best Practice eZines explored based upon Adestra's experience of working with UK and international publishers. From data collection to reporting, this summary ...
Using the Media - Five Reasons Why
There are many reasons why the media is such a powerful entity and why people choose to engage daily with different media outlets. Here former journalist and co...
Selling Houses: The Basics of Design Psychology
Great article for real estate sites and ezines. Here are a few Design Psychology tips you can use to maximize your sales profits without having to spend a great...
Affiliate Marketing: Tools that Are Essential to Your Success!
Regardless of what products, services, or programs you promote, utilizing these three powerful and essential tools will allow you to conduct your affiliate mark...
Job Security for Three Decades
Within the United States, every seven seconds, someone turns 50 years of age. In 20 years, the number of people over 65 is projected to be over 60 million. "T...
Coaching: How to Have a Mentor for Your Life
Someone to help you get "unstuck." So many times, we get stuck in doing the same things over and over and expecting different results. A good counselor/coach ca...
The Ready Reckoner to Finding the Right Person for the Right Job
As is often said, 'wrong hiring is worse than no hiring'. Some pointers on how to go about hiring the right person for the job.
Family Meetings Are Now On The Agenda
One simple way to get cooperation from children and reduce the incidence of sibling fighting is to introduce family meetings. Meetings sound like hard work, but...
E-currency Trading - An Alternative to Futures & Forex Trading
The decades old statistical fact still remains, 90+% of Futures Traders will lose all of their trading capital within their first year of trading. Now there is ...
The Biggest SEO Scam of All
While there are many ethical SEO firms in the market, there are a few SEO practices that should be a red flag to any potential client. This article provides an...
Success in On-Line Business
Here is a story of four traders who each started with a website built by us, retailing the same products Australia-wide from different cities. It's hard to comp...
7 Ways to Self-Promote Within Your E-zine
We all know that an e-zine won't attract and keep subscribers without offering insightful, practical content. If you only drone on and on about how wonderful yo...
Christmas Holidays: 5 Ways To Make This Holiday Your Best Ever
For many people the end of a year is a time of increased stress.
The Illusion of Failure
A lot of people are afraid of failure. When you start something new and don't see the benefits right away, doubts start to creep into your mind because of the ...
Close Kept Secrets to Weight Loss Lesson #8
Surround yourself with positive people and watch your weight disappear!
Marketing-Minded Financial Planners, Dont Hold Back Information From the Media
Some financial planners think that they shouldn't share their top tips with the media. Here's why they should...
|
Print this page