How do you establish credibility and why is it important?

"Credible" in the context of the SUCCES acronym from "Made to Stick" by Chip Heath and Dan Heath refers to making your ideas believable and trustworthy.

This is essential if you want to try to convince someone to listen to us and buy our products or services. When I think of the word credibility (and its loss), inevitably in recent times I cannot help but think of the case of Chiara Ferragni. A world-renowned influencer who, with a brand created around her, managed to move thousands of people and sales through her credibility and persona. The judicial events of recent times (the famous Pandoro-gate) have undermined her credibility, causing the brand to collapse in sales overnight. Credibility is something that can be built but once lost it is difficult to regain.

So how do you establish credibility? A practical example of making something credible could be:

Let's say you're presenting information about a new health supplement. Instead of just claiming it's effective, you might provide concrete evidence, such as:

🌡️🌡️ Clinical Studies: Reference specific, reputable clinical trials that demonstrate the supplement's effectiveness. For instance, citing a double-blind study published in a respected medical journal could lend credibility to your claim.

🤓🤓 Expert Endorsement: Have experts in the field, such as doctors or nutritionists, endorse the product based on their professional experience and knowledge.

🥸🥸 User Testimonials: Share real-life testimonials from individuals who've used the supplement and experienced positive results. Authentic stories can make the product's benefits more believable.

📊📊 Statistics: Provide statistical data that supports the supplement's efficacy. For example, stating that 9 out of 10 users reported improvement can add weight to your claim.

By incorporating scientific evidence, expert opinions, real testimonials, and statistical data, you can make your claims about the supplement more credible and convincing to your audience. #storytelling #data #madetostick #presentations