Confidence factors are subtle ways to make people feel comfortable doing business with you or to do business with you. Things such as belonging to the local Chamber Commerce, running a family business, the number of years that you’ve been in business is a confidence factor. If you’ve been in business 10 years, 20 years, or you run a family business since 1950, those are huge confidence factors.
I’m going to give you a quick tip that you can use in your advertising to move people to do business with you. If you simply add the word “guaranteed” in your marketing, 60% of people recently surveyed in a local marketing journal said they are more likely to do business with a company with the word “guaranteed” in their marketing materials.
So go get your Better Business Bureau badge, become a Chamber member, be in business 50 years, take over the business from your father or your mother, whatever it takes. If you want to do a quick cheap way, just massage your marketing a little bit and throw the word guaranteed in there and stand behind it!