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Secret Sauce by Harry Mills

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5.

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Credible

Trusted, Transparent, and Verifiable

We live in a world where distrust of products and companies is endemic. So it is critical for your message to be credible. If customers distrust your company or message, then they discount everything you say.

If you exaggerate or claim you’re the leader or finest in quality when the customer has a different view, you have a credibility problem.

Take Avis Rental Cars. For years Avis promoted its high quality. Claims of “Finest in rent-a-cars” advertisements simply didn’t ring true. How could they have the finest rent-a-car service when Hertz was clearly the market leader?

Then Avis admitted it was ...

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