Internet Marketing - Matt Bailey [110]
Saunders + Silverstein: Implied Credibility
A search for the term IP lawyer produces two different results that emphasize how design, content presentation, and clear messaging contribute to credibility.
The website for Sanders + Silverstein is very simple in its presentation, design, and message. The navigation is clear, the content is organized, and the call to action is succinct (Figure 10-11).
Immediately following this result was the listing for a patent attorney (Figure 10-12). This site, while presenting a lot of information, appears overwhelming, which is the main problem when not designing the arrangement of the content.
Even small amounts of text can appear overwhelming when there are no visual cues that help the user scan the information. Even more, just some simple design elements would greatly improve the presentation of the content, creating additional credibility. When seeing these two sites site by side, the differences are clearer. People generally like areas of white space in designs, because it makes the content clearer and provides greater contrast when reading. Even if there is more content, and better content, just through the information design of the presentation, it does not communicate it well, according to persuasive studies. People tend to trust more professional sites, despite the actual credibility of the organization.
Figure 10-11: Saunders + Silverstein LLP, a very clean and clear message that builds credibility
Figure 10-12: Patent attorney website with a lot of information but more difficult to read based on the presentation. This diminishes credibility.
Apple: Earned Credibility
Few companies can use overstatement to their advantage, and Apple is one that has used it in the past. In fact, Apple once made the claim that the iMac “changed the world.” This was met with a winking skepticism by critics who recognized Apple’s bold claims but also criticized the tendency for overstatement.
However, with the more recent releases of the iPod, iPhone, and iPad, the first release was a winner, and the iPhone and iPad have done more to raise the bar of mobile devices than any other products (see the overstatement there?). In fact, given the trend over the past decade, Apple has done more to create credibility with market-leading innovations that have transformed the digital, personal, and computing landscape. When it comes to innovative personal computing devices, everyone is chasing Apple.
Having spoken to many businesspeople about the impact of the iPhone and the iPad in such a short amount of time, I found that most will agree that the iPhone was a distinct game-changer and was such from the first day it was offered. Because of this, it is not with false swagger that Apple opened the marketing of the iPhone 4 with a complete overstatement (see Figure 10-13); based on recent performance, not many critics will argue with that statement today.
Figure 10-13: Apple iPhone 4, banking on earned credibility
Interestingly enough, it is not just the legions of Apple fans who agree with this statement. The industry agrees that Apple hit a home run with the iPhone, and by all accounts Apple has done it again with the latest release. When you have a strong recent track record like Apple, marketing statements with such bravado are received with much more acceptance.
Earned credibility is like money in the bank. You have something to prove your performance and available credit in the mind of the consumer. When you have delivered consistently in the past, you can make bold statements about the future. However, this type of credibility is usually as good as the last performance. Consumers tend to have short memories, and a bad quarter or a bad performance can take away the credibility very quickly. In the long run, a company that is perceived well by the customers and has a great track record of success and performance