Research shows credible marketing claims are 60%+ more effective. Here's why.
Sales & Marketing

Research shows credible marketing claims are 60%+ more effective. Here's why.

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Ready to add some spice to your marketing game with this week's insight? Today, let's dive into the world of credibility in marketing.

👉 But before we dig in, here's a 60-second example 📺 of a food quiz (try the quiz here) for Carnivore Snax made with our POPSMASH Shopify quiz app for inspiration. Ok, onto this week's insight! 👇

So...have you ever seen an ad and thought, "Yeah, right"? Well, you're not alone. Turns out, credibility in marketing isn't just important – it's critical. If customers smell something fishy, they'll swim away faster than you can say 'limited-time offer'.


Keep it real! High credibility marketing tactics, like expert endorsements or genuine customer reviews, can make your product shine brighter. But fake or exaggerated claims? They'll do the opposite, tarnishing your brand faster than a silver spoon in a dishwasher.

Why does this matter? People are like detectives when it comes to ads. They're always on the lookout for clues of trustworthiness. If they find them, they'll stick around. If not, it's goodbye, credibility - and hello, skepticism.

Wait...but why? 🤔

Here's the scoop: When we encounter marketing, our inner skeptic kicks in. We start evaluating the messenger's motives and the message's credibility. If we trust what we see, we're more likely to hop on the brand wagon. But if it smells fishy, we're outta there faster than you can say 'phony sale'.

What to watch out for ⚠️

Beware the temptation of the dark side - aka low-credibility tactics. Sure, they might give you a quick boost, but they're about as durable as a chocolate teapot. Stick to the good stuff, and your brand's reputation will thank you.

How to do it ✅

Here's how to keep it credible and win hearts (and wallets):

  1. Go for the real deal: Use genuine customer reviews, not those too-good-to-be-true ones. Got a celebrity endorsement? Make sure it's authentic, not just a paycheck gig.
  2. Certify your credibility: Flaunt those third-party certifications and awards like they're going out of style.
  3. Expert endorsements for the win: Industry pros vouching for your product? That's the marketing equivalent of a royal seal of approval.
  4. Be a warranty warrior: Long trial periods and full-refund options scream confidence in your product. It's like saying, "Try it, you'll love it – or your money back."

So, ready to boost your brand's trust factor? Keep it credible, and watch as skepticism turns into sales. And remember, in the world of marketing, honesty isn't just the best policy – it's the only policy.

Until next time, keep it real and watch your brand credibility soar!

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"Honest marketing makes a good impression. Dishonest marketing makes a lasting impression of the wrong kind."

About the author
Gabriel Mays, the Co-Founder and CEO of POPSMASH
Gabriel A. Mays
Gabriel Mays' Website
Co-Founder & CEO at POPSMASH
Before POPSMASH, Gabe was a Director at GoDaddy and founded two startups. He was also a Marine Corps Captain, serving in Iraq and Afghanistan. He lives with his wife and two kids on Cape Cod, MA.

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