Coming across as ‘legit’ is vital for building trust with your customer and crafting a lasting relationship where your audience keeps coming back for more competitions. But coming across as legit, particularly in the online world, can be tricky.
But, good news! We have some sure-fire ways that can help you prove to your audience that you’re the real deal, a comp business that means business.
Want to know more? Let’s get into it.
1. Replace Big Claims with Concrete Proof
The old saying “show, don’t tell” rings true in so many ways, and it’s no different in the business world, where it’s all too easy to fall into the trap of relying on big claims to sound impressive.
Instead, why not try:
Swapping “We’ve Paid 1+ £Million in Prizes” for Measurable Outcomes
We all love a big statement to capture attention, but try supporting these claims with real measurable results to give these statements some standing.
When you demonstrate what your competition business can achieve through real, tangible outcomes, a potential customer can better visualise this and relate it to their own goals.
Showing Real Examples of Work
Showing off the real-life work your business has achieved can be game-changing in building trust – particularly when winning over those first-time customers.
Winners pictures, live draw result replays, or even a good old video of delivering customers prizes are all top-tier ways to capture the value of your work, and inspire your customer to imagine what they could achieve if they were to play your comps.
Using Specifics Wherever Possible
You may think that getting super specific on the details might not be the most exciting stuff for your audience to read. But sometimes, this is exactly what they want to see!
By getting into the nitty-gritty about the work you do rather than just giving vague promises, you present your business as a transparent and trusted partner to work with.
In a nutshell, showcasing real evidence can take your business from talking the talk to walking the walk.
But what if the work you do is kind of complicated to convey to newcomers? We hear you.
2. Make Your Value Easy to Understand
Try putting yourself in the shoes of your ideal audience, and think what would help them better understand the value you offer them…
Explain your Service in Simple, Jargon-Free Terms
There’s likely plenty of jargon in the comp space that feels second nature in your business, but try taking the technical terms down a notch when breaking things down for your audience.
Remember that what may seem common knowledge for you may not be for them. Explaining what you do in a natural, stripped-back way will make customers feel that you’re on their wavelength.
Show the Steps of How You Deliver Results
It’s easy to say what customers will achieve when they work with you, but what if they’re not convinced of how you actually get there?
Try adding a ‘how it works’ section to your website, where you can lay out the whole process for your customer from start to finish in a clear, easy-to-read visual (more on visuals in a bit!).
By guiding them through the process, your results feel like a guarantee rather than a gamble, all thanks to your well-thought-out processes and know-how.
3. Let Other People Do the Talking
People love hearing from other people, so why let your current or past customers do the talking for you?
Use Testimonials that Feel Real
We all know that reviews, star ratings, and testimonials work wonders in building buyer trust, and the more authentic, the better.
We also know some people may opt out of this, but where you can, try to include names, locations, and prize winnings in your reviews. This sort of authenticity shows true transparency and shows the reader other people just like them, who give your business their stamp of approval!
Highlight Client Success Stories
If you want to take it up a notch, you could even dive deeper into the experience of past customers and highlight real client success stories to show off the lasting impact and benefits customers have experienced, all thanks to you.
It’s a great way to drive home the true value you offer – and it makes your business look seriously legit.
Showcase Long-Term Relationships or Repeat Business
If you have loyal customers who keep coming back because what you offer is just THAT good, let your audience know!
Featuring these long-term relationships in your marketing strategy strengthens your reputation and signals to your audience that working with you could be the beginning of a genuine, long-lasting relationship.
We’ve all checked the reviews to see what others have to say before taking the plunge, be it booking a res at a new restaurant or investing in an expert to level up our own business.
If you have this data to hand and you’re not using it, give these tips a go!
4. Show Up as an Expert Before the Sale
Many businesses hide their expertise behind a contact form, not realising that this could be the very barrier that stops many potential customers from even reaching this point. Instead:
Comment on Trends or Changes in Your Space
By staying up to date with all the goings on in your field of expertise, you’re signalling to your audience that you’re in the know and ahead of the curve. This sets you apart from the competition and secures your business’ reputation as one to trust.
Educate your Audience without Expecting Immediate Return
Customers are always waiting for a catch when receiving something helpful from a business. Educating your audience builds trust and makes a customer feel more secure when buying a ticket.
This is a big reason why blog spaces and newsletters are such key parts of modern marketing – and when paired with simple, well-timed SMS and email touchpoints (something Zap makes super easy, just sayin’), they can go even further in building that trust.
Do this, and you’ll find yourself building authority and trust with your audience in no time.
5. Be Transparent About How Things Work
Polished marketing can feel suspicious if it hides too much. By being too closed off, your audience may start wondering what you might be hiding.
Explain your Process Step-by-Step
Let your audience in on how you work and how you achieve the results. When you show how each step plays a part in achieving the results, your customer is more likely to feel secure and safe entering your competitions.
This also lets your audience in on the hard work that goes on behind the scenes, proving that you know your stuff, and they can count on you to deliver something to a high standard, as all legit businesses should.
Be Upfront About Pricing Structure (or at Least How it’s Calculated)
This can be the scary part! But the fact of the matter is that customers want to see where their money’s going and what they get back in return. And the importance of this increases the more money a customer is parting with.
By not shying away about the taboo topic of prices, you stand firm as a reputable business that knows their worth and is upfront with their audience.
But Remember! Honesty is the Best Policy
It can be hard to do anything that may feel like pushing any customers away, but a reputable business will acknowledge limitations or scenarios where you may not be the best fit for the customer.
Honesty about imperfections is one of the most respected ways to appear legitimate. Customers will appreciate being told this information, rather than being given false hope for a deal that isn’t right for them.
Ready to Legit Be the Real Deal?
At Zap, we know what turns your audience into paying customers and how to seriously level-up your comp business..
If you want to get into it more, we’d love to chat! Get in touch today, and let’s do this thing together.
