2 minutes reading time (405 words)

Have a professional credibility gap? Use the “Seinfeld” Test.

Let‘s say you have the perfect marketing plan… right… because you do. If everything works perfectly, there are still a critical place online where the process can break down completely: Review sites. Now you have a credibility gap and a huge problem.An increasing number of people rely on review web sites as part of their...

Let‘s say you have the perfect marketing plan… right… because you do. If everything works perfectly, there are still a critical place online where the process can break down completely: Review sites. Now you have a credibility gap and a huge problem.An increasing number of people rely on review web sites as part of their shopping process. If you have negative reviews or if you have no reviews at all, it is definitely hurting your perception. Why does this create a problem? Think for a minute about the order in which information is received. Where is the first place someone will look for you when doing research? Answer: Your web site. And, on your web site, they see your story they way you want to tell it, positive, good-looking, full of affirmations about why you are so good and why you are a great choice (again, assuming your marketing is perfect).Where do these shoppers go to confirm this information? Review Sites. So, if review sites do not confirm what you are saying about yourself or if they blatantly disagree, you have a compounded problem: Bad impression plus credibility gap. The credibility gap is where the serious breakdown occurs.The other day in meeting, I was describing the process of brand confirmation to a client. I referenced the Seinfeld episode with the fat free yogurt... you remember: http://www.youtube.com/watch?v=ZAIQV5gM4KQ. Of course everyone ate it up because the shop said the yogurt was fat-free. Then, everyone got fat, they tested the yogurt, after some mix-up hijinx they determined incorrectly that the yogurt had fat in it and told everyone. Shortly after, the yogurt place shut down. Granted telling the story that way is not as funny as the Seinfeld episode but the idea is the same. If what others say is not congruent with what you promote, the credibility gap will kill you.Dog Star Media’s Review Manager program fixes all this. I’d like to explain to you how this works.  Want to make sure you have no credibility gap? Just email me at donald@dogstarmedia.com and we can eliminate that concern.

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