Degree of believability

Performance predictors can be introduced into a lackluster marketing campaign and deliver limited success. There could be numerous reasons, and one common reason is the believability (or lack thereof) of the performance predictors being displayed.

Following are some examples of performance predictors which carry a high degree of believability:

• Independent auditing of client success statistics and internal survey results.
• Unpaid and/or unscripted celebrity endorsements.
• Product demonstrations conducted by the public (i.e. somebody with no link to the organisation).
• Product packaging that shows the actual product inside, rather than a photo of the product.
• Testimonials supported by customer photos and reference details for validation of comments.
• Providing media articles to support any factual performance predictors being stated (e.g. years in operation can be supported by a newspaper article covering the business opening).
• Providing the original source document of a critic review, rather than re-phrasing or quoting the review.

Performance predictors executed effectively will achieve 'effective results'. The reverse is also true.