When you market a new product or service, credibility is key. Potential buyers want to be assured that what they are buying lives up to the seller’s claims.
Think about getting someone other than the manufacturer or seller to say something great about your product. Such a third-party endorsement can be very persuasive, but you must consider it carefully. That actress promoting a new skincare product may be alluring, but does she have the same credibility as an unbiased newspaper or magazine writer or a national TV news show host? Does her testimonial still hold weight if she has received negative publicity?
Credibility value, especially when making major purchasing decisions for healthcare or financial services, automotive items, or other consumer products, can be much higher when it comes from an impartial journalist rather than a paid pitch person.
If a reporter likes a product and writes a positive review about it, immediate and long-lasting credibility can result. Consumers do not buy a particular product because the manufacturer or celebrity spokesperson says that it is the greatest thing since wireless HDTV. They may be more inclined to purchase it because credible third parties, such as The New York Times, Motor Trend or the "Today" show, give it high marks.