Many of you know that I’ve been writing a book for quite some time. Well, I’m happy to FINALLY announce the publication of my new book, Currencies That Buy Credibility.

The official release date for the book is November 23rd, but you can place your pre-order on Amazon.

Here’s the scoop: The believability of your company’s marketing message is directly related to your willingness to risk or spend one or more of six resources. And the more you risk or spend, the more believable your message becomes (Psst!… money is only one of the six.).

Currencies That Buy Credibility teaches you the six currencies, shows you successful examples of each and helps you craft your own believable power statement.

You’ll also learn these golden nuggets:

• Why your marketing message must account for credibility.
• What biologists and neurologists have discovered about communicating with honesty and trust.
• Three questions that will align what you are saying with who you are being.
• Where credibility fits into the entire mechanism of persuasive marketing communication.

The bottom line: Currencies That Buy Credibility is the book that teaches you how to accelerate your credibility to drive more traffic, sales and word-of-mouth.

If you’re interested in reviewing the book and/or conducting an interview, contact me and I’ll make sure you get put on the press list for a free copy.

Most importantly, this book could not have been written without YOUR support. Thank you and enjoy reading!

As I’ve said before in more detail, credibility crumbles when there’s conflict between what you are saying and who you are being.

Case in point: Earlier this week, Disney announced that Mickey Mouse would be receiving an extreme makeover. The upcoming Nintendo video game, “Epic Mickey,” will feature a more “mischievous” Mickey.

Umm… maybe its just me, but the Mickey Mouse above looks rabid, evil and angry – not mischievous.

And although an edgier Mickey is reminiscent of Walt Disney’s first interpretation of the cartoon mouse, when he first debuted in “Steamboat Willie” in 1928, the character’s new direction is anything but family-friendly.

Consider the following core values taken directly from Disney’s website:

“From the beginning, starting with Walt Disney, we have had five things that make me proud to be part of this Company: high-quality products, optimism for the future, great storytelling, an emphasis on family entertainment and great talent, passion and dedication from our Cast Members.” - Marty Sklar, Vice Chairman and Principal Creative Executive

• At The Walt Disney Company, entertainment is about hope, aspiration and positive resolutions.
• We create positive and inclusive ideas about families.
• Timeless and engaging stories delight and inspire.

As you can see, Mickey’s new image is in direct conflict with Disney’s core values of providing family entertainment that inspires hope, aspiration and positive resolutions.

I know, I know. Disney wants to expand its business by appealing to wider audience – the early adolescent crowd. I get it.

And no, there’s certainly nothing wrong with updating with your products or services so long as you don’t compromise your values. But let’s face it, Mickey’s overhaul is a dicey proposition for Disney. The company risks forever tainting the character’s image and damaging its credibility with families.

The key takeaway is this: Align your core values before making any changes to your company’s image, products or services. Your credibility depends on it.

As predicted, Phil Van Treuren won his Council-at-Large seat.

In a follow-up to last month’s blog post, Sending Tiny Credible Signals That Go Beyond Words, I thought I’d share an email I received from Phil this morning:

From: Phil Van Treuren
Date: November 4, 2009
Title: You Are Nostradamus

Subject: Tom, you are the man. You were right, I beat everyone in the city, including the incumbents, was the top vote getter out of all four candidates. When are we going to get to meet face-to-face? Thanks again! – Phil Van Treuren

In the cut-throat business of politics, Phil won the hearts of voters by sending them tiny signals that elevate credibility, taking his campaign beyond words. Phil knows that trust understands a language that does not rely on words, and that’s why he took a “show, don’t tell” approach with his campaign.

Oh, and did I mention that Phil ran as a Republican in a predominantly Democratic town?

If you want to learn the communication techniques Phil used to win his campaign, go back and read my original post. Applying these methods to your marketing will help you speak more credibly and win your customer’s trust.

First Mental Image (FMI):

Five airline baggage handlers standing on a tarmac, proclaiming that Southwest Airlines loves bags.

The ad establishes a solid theme with its first mental image. A baggage handler is a credible spokesperson for baggage.

The Message:

Simple and straightforward. Unlike most airlines, your bags fly free on Southwest.

Southwest successfully leverages the law of contrasting by attacking the competition’s nickel-and-dime strategy of charging for baggage.

Recall from an earlier post, I explained that decisions are not made in isolation. Rather, we look for the differences between our available options. And as a marketer, it’s your job to frame the buying scenario for the consumer. Which means, you must define your company’s position relative to the competition.

Southwest does exactly that. The company makes a single, powerful point and hammers it home repeatedly. Watch the ad several times, and you’ll appreciate the frequency with which Southwest makes the same point without ever losing the viewer.

Last Mental Image (LMI):

A graphic demonstrating the financial savings airline travelers can expect from flying Southwest, followed by the gung-ho statement, “Grab your bag, it’s on.”

A perfect ending to a persuasive ad.

Conclusion:

Southwest’s ad is clear, direct and persuasive. The company doesn’t complicate its message by being cute or fancy.

Rather, Southwest kicks the competition right where it hurts. And for those doubting the effectiveness of Southwest’s strategy, check out Jackie Huba’s blog post which reports that the company experienced an 8.8% increase in passenger miles for September, 2009. Comparatively, passenger miles were down for nearly all major airlines.

Finally, the ad’s message and imagery are marvelously congruent. Happy employees. Upbeat music. Confident message. Nicely done, Southwest.

For the moment, forget about who you aspire to be and consider who you are being today. Likewise, relying on your own interpretation of the customer’s felt need is not enough. Hitting the bulls-eye requires digging down deep and getting to know your customer’s true motivation to buy.

To help you along in this process, here are two questions to consider when crafting your marketing message:

1.) What is the felt need of my customer?

Start by uncovering those questions customers ask most often about your business, products or services. These frequently asked questions will also clue you in on any uncertainty customers might have about buying from you.

But don’t grapple with this question all on your own. Tap into the knowledge and experience of your front-line employees. Staff members in direct, daily contact with your customers will likely provide an eye-opening perspective and move you imminently closer to uncovering your customer’s felt need.

2.) Am I willing and able to meet this need?

Begin by listing the resources at your disposal. Also, consider your non-negotiable standards – those values that your business stands for, or against.

Now, let’s look at an example. From a strategic standpoint, evaluate the following advertisement:

“We Treat Emergencies Like…Emergencies The ER at Community Health Partners promises treatment will begin in 30 minutes or less.”

On the surface, promising to treat patients within 30 minutes might seem like a solid strategy. This message appeals to the universal anxiety and dislike of waiting in an emergency room lobby. And obviously, speed of care is critical with any medical emergency.

But speed doesn’t necessarily translate into quality medical treatment. Above all else, restoration of health is every patient’s primary concern – even if medical treatment requires more time. (Hey, I certainly wouldn’t want someone rushing with my medical care.)

Yes, I realize this seems like a minor detail. But you’ve got to be precise when identifying your customer’s felt need. Missing the mark by just a smidge can cause disconnect and doubt. And one can’t help but wonder if Community Health Partners will be able to deliver on its bold promise. (Look past for the moment that its promise is an unsubstantiated claim.)

By nature, emergencies are unpredictable. What happens when the hospital’s emergency room is flooded with patients? Will Community Health Partners compromise on patient care to maintain its pledge? Or will it shuffle you to an exam room only to have you sit there and wait?

Promising treatment time raises more questions than answers. And I mention these questions simply to demonstrate the thoughts running through every patient’s mind.

A better strategy would be to give examples detailing how the hospital is streamlining its patient registration and discharge process, thereby allowing physicians to spend more time caring for patients. This would allow Community Health Partners to communicate speed and quality of care, which speaks to the customer’s true felt need.

Yes, developing a persuasive marketing message is challenging, detailed work. But gaining clarity with your abilities and your customer’s needs will help you to develop a marketing message that will be the foundation for a convincing, long-term ad campaign.

P.S. Don’t forget to get free, instant access to my report, The Seven Most Common Credibility Killers in Marketing AND Credibility Improvement Checklist when you sign up for the MarketingBeyondAdvertising.com Newsletter on the right-hand side bar.

Unfortunately this approach leads to stagnant and stale marketing. But jogging your brain cells and creating a marketing revolution is easy when you apply a little Business Problem Topology.

Business Problem Topology is the process of identifying a parallel but unrelated business or category that faced a similar challenge, and adapting their solution to overcome yours.

Here’s how to apply Business Problem Topology to your business:

Step One: List out the defining characteristics of a challenge you confront within your own industry. What problems are inherent in selling your products or services? What attitudes or responses have become commonplace?

Step Two: Identify a parallel but unrelated business category that shares these same defining characteristics.

Step Three: Look for ideas, inspiration and solutions, and apply what you’ve discovered.

Yep, I told you this was easy. Now let’s see how Clockworks Home Services, Inc. has applied Business Problem Topology to create the nation’s #1 heating and air conditioning franchise.

Business Problem Topology in Action:

Being handcuffed to a repair technician’s schedule is something we’ve all experienced. Sure, they’ll come out to your home and fix your furnace, but only by further disrupting your life. “Anytime between 8 a.m. and 5 p.m.” is the closest you’ll get to nailing down an arrival time.

Amazingly, most in-home service companies completely disregard the customer’s time, preferring to brag about being the “largest” or having the “highest-quality.”

But not Clockworks Home Services. The company has built a number of America’s most successful in-home service franchises, including One Hour Heating & Air Conditioning, by adapting the Fed-Ex or Dominos Pizza on-time delivery guarantee to its own delivery of on-time service.

Here’s how it works: Schedule an appointment and an experienced repair technician will show up at your home within a one-hour service window. If the technician arrives after the one-hour window expires – even just one teeny tiny second – the entire service call is free. Including parts and labor. To further ensure your time isn’t wasted, each service truck arrives fully stocked and loaded with more than $15,000 in parts, avoiding those time-consuming trips “back to the shop.”

By applying Business Problem Topology – One Hour created a marketing revolution that’s boomed their business. And it’s no coincidence that the company enjoys a 90 percent closure rate on every in-bound call they receive. Now that’s impressive!

So how do you plan to use Business Problem Topology to revolutionize your industry? Leave a comment below, I’d love to hear what you’ve come up with.

But aligning your actions with your words is easier said than done. Inconsistencies sometimes creep up unintentionally, and these things happen to the best of us.

Even the mighty U.S. Military struggles to recognize and resolve conflicts in the messages it sends.

A recent article from The New York Times quoted Admiral Mullen, the chairman of the Joint Chiefs of Staff, as saying, “No amount of public relations will establish credibility if American behavior overseas is perceived as arrogant, uncaring or insulting.”

Admiral Mullen reasoned that American messages to counter extremist propaganda campaigns “lack credibility, because we haven’t invested enough in building trust and relationships, and we haven’t always delivered on promises.”

Bingo.

And just like the U.S. Military, your company must also deliver on its promises. So here are three straightforward questions that you should ask yourself regularly to ensure your actions and words agree.

The Three Questions of Message Alignment:

1. What are your company’s defining characteristics?
   What makes your business special? What are those values that your business stands for, or against?  What promises or claims are being made in your advertising? How about on your website?  And don’t forget about the unspoken expectations customers might have of you. Be diligent. Flush everything out.
2. What signals do your decisions send?
   Look at your business through the eyes of the customer. Start with the basics: Review your hours-of-operation. Comb through your policies and procedures. Examine the decisions that your employees make. And most importantly, gather customer feedback, comments and reviews of your products or services. Google Alerts is a crafty way to keep tabs on your company’s reputation. This free service allows you to choose multiple keywords that are relevant to your business. Google will then scour the Internet and email you each time any of these words have been mentioned relative to to your company.
3. Is there conflict between what you are saying and who you are being?
   Remember, your company’s credibility is at stake here. Move quickly to reconcile any contradiction:  Whack the clichés. Close all loopholes. Substantiate every claim. Investigate any complaint or concern.

Again, get in the routine of using the Three Questions of Message Alignment to ensure that your marketing message remains consistent. Believe me, your company’s credibility depends on it.

* Hat tip to Jeff Sexton for sending me the article on the U.S. Military.

But Southwest Airlines bucks conventional wisdom by removing the rules and regulations that handcuff its employees.

Take a moment to watch the videos that accompany this blog post. You’ll witness a Southwest Airlines employee who has been given the freedom to create a fun, memorable and authentic experience for the company’s customers and its shareholders.

And no better words drive home the importance of authenticity than those crafted by Levine, Locke, Searls and Weinberger from their book, The Cluetrain Manifesto.

“Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.

But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about “listening to customers.” They will only sound human when they empower real human beings to speak on their behalf.

While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happy-talk that insults the intelligence of markets literally too smart to buy it.”

Empower your employees and encourage them to create a memorable experience. Your customers will love the breath of fresh air. And be sure to leave a comment below and let me know how you plan on being more authentic with your customers.

* Thanks to my friend and colleague Charlie Moger for sending me this video.

No, I don’t follow local politics. And I’ve never met Phil. Heck, I can’t even recall his political party affiliation. My bold prediction is based solely on observing Phil’s communication style.

What This Has To Do With Your Marketing

Phil’s techniques can help you pierce the skepticism that guards your customer’s mind and pocketbook. And get this: His roadmap is ridiculously simple to follow, and has nothing to do with hollow campaign promises or rhetoric.

Phil’s winning the hearts of voters by sending them tiny signals that elevate credibility, taking his campaign beyond words.

Take a peek below at the campaign postcard Phil recently left at my doorstep. Two credibility boosters should smack-you-between-the-eyes:

1. Phil took the time to add a short, handwritten note of thanks.  It’s a simple gesture that builds credibility and helps his postcard stand out from the other campaign literature that voters promptly toss in the trash.
2. Phil reveals his personal phone number and encourages residents to call him to talk about the city’s future. This communicates with credibility that Phil is willing to listen to voter’s concerns.  The cost — giving up power & control — guarantees the signal is reliable.

You’ll also appreciate that our pal Phil invites voters to sit down with him to discuss the issues that are important to them. He’ll even bring the coffee. And yes, Phil has pounded plenty of pavement. In the past seven months, he’s visited more than 4,000 homes in the small town of Amherst, Ohio.

Do you believe Phil now when he says that he has your best interests at heart?

The bottom line: Phil realizes that trust understands a language that does not rely on words, and that’s why he’s taking a “show, don’t tell” approach with his campaign. And you can do the same with your business.

Here are a few foundational tips to get you started:

• Make it easy for customers to contact you. Phone number, website, email, etc.
• Send out handwritten thank you notes to customers.
• Place follow-up phone calls with customers after they purchase from you.
• Maintain convenient hours-of-operation.
• Greet customers with a friendly “hello” and smile as they walk through your door.
• Offer free coffee and other refreshments.

Yes, these ideas are simple. But it’s often the simple things that make a meaningful impact. Just ask Phil’s opponent on November 3rd.

Do you agree?

Like most consumers, you’re probably not buying it.

Here’s the problem: GM’s words carry no credibility. For decades, the automotive company has delivered irrelevant messages and crappy products. And it’s damn hard to break out of the doghouse when you’ve been a dog for that long.

GM Vice Chairman Bob Lutz recently commented on his company’s situation, “We are really in a position today where anyone can say that we are as good or better than anyone else. We have to close this monumental chasm between the product lineup and the public’s perception of the product lineup.”

So given GM’s decades-long slide, how does it intend to break out of the doghouse?

By sending a bold signal of confidence. (Watch the commercial below.)

Enter GM’s 60-day money-back guarantee, which allows customers to return their new GM vehicle for a full refund if they’re not completely satisfied.

Close, but no cigar.

Directionally, I like where GM is going with this. Really, I do. Taking your message beyond words is a far more effective strategy than diluting your brand by offering rebates and employee pricing. But sadly, this is a message still misses the mark.

Why?

Because GM’s new return policy lacks relevancy. As Holly Buchanan brilliantly pointed out in her recent blog post, most consumers will thoroughly research their car buying options, giving them confidence in their purchase. Taking a two-month long test-drive is not a true motivation to buy.

What consumers really want is unmistakable proof that GM sells long-lasting, dependable vehicles with higher resale values.

That said, a stronger, more persuasive signal for GM to send would be to demonstrate the reliability of its vehicles with a comprehensive warranty that includes coverage on wear and tear items such as wiper blades, tires and brakes. No exceptions. No exclusions. No fine print.

And if you’re mechanically challenged like me, you’ll appreciate the straightforward language and simplicity of such a warranty. I cringe every time I hear the term, “powertrain.” Insider jargon like this makes me feel clueless. Hey, I admit, I had to look up its definition and I’m still unable to conjure up a clear mental image of the parts that include a car’s powertrain. For me, a bumper-to-bumper warranty makes more sense and is certainly more persuasive. And I bet there are plenty of consumers who feel the same.

The lesson for GM is this: Identifying the customer’s felt need must come first. And it has to be a need that you are willing AND able to meet. (Hey, if you can’t support what you’re signaling, then don’t send that particular signal.) Only then can you reinforce your words with action.