- 2 kinds of people who we find has creds:
- experts ie. stephen hawking in physics
- aspirational figures who we want to be like, i.e. oprah
- Example. Pam Laffin, real life casualty to smoking
- HONESTY & TRUSTWORTHINESS > STATUS i.e. friend > commercial bec friend isn't selling you a shampoo
- INTERNAL CREDIBILITY solely due to the work youre making
- Sometimes, CONCRETE DETAILS > CREDIBILITY adds realism to the idea. ie. Civil war stories.
- Statistics should illustrate a RELATIONSHIP. Relationships are more remembered than numbers.
- Statistics aren't inherently helpful; it's SCALE & CONTEXT that make them so. Ex. Cisco, instead of giving a stat, an employee says, "if you believe you can increase an employee's productivity by one or two minutes a day, you've paid back the cost of wireless." -- HUMANIZING STATS
- Ways to make ideas credible:
- 1. Their own merit / internal credibility
- 2. Using compelling details or by stats
- 3. Sinatra test
- when one example alone is enough to establish credibility in a given domain.
- Ex. "If I can _ here I can _ anywhere"
- Ex. "If I can program my own designs I can make it anywhere"
- CREATING CREDIBILITY BY:
- 1. Drawing from EXTERNAL FORCES
- Authorities
- Anti-authorities ie Pam Laffin
- 2. CREATING credibility by DRAWING ON SOURCES INSIDE THE MSG ITSELF
- Concrete details
- Statistics
- Sinatra Test
- 3. GETTING CREDIBLITY FROM THE AUDIENCE
- Where's the Beef? Instead of saying "11% more beef" >> TESTABLE CREDENTIAL Consumers can test their product against others for their own knowledge.
- SEE-FOR-YOURSELF CLAIM
- Raegan: "Are you better off now than you were four years ago?"
- Wendy's: "See for yourself. There's a bigger patty on Wendy's than a big mac"
- Snapple (negative): "See for yourself. There's a circle inside the k. Therefore, they support the Ku Klux Klan"
- 1. Drawing from EXTERNAL FORCES
may 15 2012 ∞
may 15 2012 +
may 15 2012 +