If prospective customers don’t believe you, you might as well start your “Going Out of Business Sale” right now.

This is especially true with advertising where anyone can (and evidently does!) print up a flyer. Sources of information in a flyer may be unclear. You might find it difficult to identify the author or publisher and wonder about their motives. The qualifications of the source to speak on the particular topic or sell a particular product may be questionable.

Because of this, credibility is an important concern when advertising. As a business owner you can’t afford to be viewed by potential customers as anything less than honest, ethical and above board.

Yet few advertisers use more than half of the strategies that build trust in the prospective customer’s mind, according to advertising industry statistics. A recent study found that with major corporations, like major retail and department stores, the average advertisement was implementing only 55% of guidelines for trustworthy advertising design. Smaller companies tend to use even fewer of the recommendations.

So what can you do to make sure your advertising is believable and builds trust in the mind of your visitors?

Here are Eight Things You Can Do to Communicate Credibility In Your Advertising Campaigns:

1. Make sure that the contact information about your company is complete and easy to find. Include full contact information.
2. Implement good use of color and photos. Usually small companies tend to cut corners here because of budget concerns. Adding color photos is the easiest way to raise your level of credibility because usually only the “big” guys (Size really does matter: Big companies communicate more credibility.) Photos help your prospective customers trust you because they come to feel they know you.
3. If you’re selling something, don’t be coy and make prospects hunt all over for the price. Price it fair and put it there.
4. Give enough information about your product or service to allow the prospect to make a decision. YOU know why your “Wonder Widget” is worth $29.95, but your prospect doesn’t. This might also mean including important information such as shipping costs and return policies.
5. Make sure your advertisement looks professional, is up to date, and is free of spelling and punctuation mistakes.
6. If you require a specific disclaimer, display it and let your prospects know why it is important.
7. Make sure your prospective customers can reach someone quickly if they have questions, need help, or wish to do business with you.
8. Give your prospective customers what the’re looking for. If they’re looking for information on “how to build an igloo”, don’t make them read through a three page brochure about your company before they get to the instructions.

According to and old saying, “Honesty is the best policy.” If you want to be successful in advertising, it’s an essential policy as well.

Source: Chandler Chamber of Commerce.