The Base at the Arch of Success

Credibility.

I’ll be in St. Louis Wednesday with Ray Seggern and several of my business partners teaching small business owners how to connect more powerfully with consumers.

I imagine we’re going to talk a lot about credibility.

Heck, one of my partners, Tom Wanek, literally wrote the book on the subject.

The phone call I got Tuesday from a heating & air conditioning client got me thinking about credibility on two levels.

We started a new ad for this client on May 7. It’s working like crazy.

Bugnuts batpoop Mad Hatter crazy.

While advertising isn’t an exact science, my eighteen years in the business lead me to two reasons for its success:

1. Credibility.
2. Credibility.

Yep. Both reasons have to do with credibility – one has to do with the credibility of the offer. The other has to do with the credibility of the company.

If both sides – short-term offer and long-term reputation – are sound, it sets a concrete-solid foundation for an arch of success to grow in the middle.

My partners and I are going to teach a bunch of lucky business owners about our principles today.

I’m excited to share them here with you as well.

I think. 

It’s a pretty scary ride to the top of the arch. I’m not sure you can handle it. I couldn’t the first few times I tried.

But, if you’re feeling brave, I’ll share the ad and its secrets on Thursday. I’ll update you on some other stuff on Friday.

In the meantime, order Tom’s book, and if you’re in the St. Louis area, stop by Wednesday at noon and join us.

The view’s terrific from up here.

Photo courtesy of Ray Seggern.