Influencer Attributes

One method that has been used to have high credibility is adverts, is through experts. A common example of this is in toothpaste adverts, in which a “dentist” is recommending the toothpaste, or the advert states that their toothpaste is “used by dentists”. This is invoking the principle of credibility, as dentists are viewed as experts in the field of dentistry and oral health, therefore their endorsement of a product is perceived by the viewer as reliable and high in credibility. Viewers, therefore, are more likely to trust the brand and more likely to purchase that toothpaste. This method can also be used by you in your business by displaying facts and figures, or even reviews on your products from experts in your field. This will improve your credibility.

The second method that is commonly used is credibility through celebrity endorsement. In our modern society, celebrities are highly influential, as such, have been used for product endorsements. People who are famous, are people we idolise and trust. Therefore, their endorsement of a product is seen as credible. Studies have shown that adverts that have highly famous celebrities result in viewers having a more positive attitude towards the adverts, the brand, and a higher likelihood of purchase. When the celebrity was not known to the viewer, this effect was nullified.

The next principle of persuasion is similarity. This is the idea we are more likely to be persuaded by someone who is more similar to ourselves. We feel that we identify with them, that we can trust them, and ultimately, we like them more. This is why in adverts, you see lots of everyday people. People going about their daily lives, with the same struggles as you, the viewer. If you feel similar to them, then you are more likely to be persuaded by them to buy from the company. This however, is something that businesses aren’t taking far enough. Many business aren’t taking full advantage of this, as many minority groups such as different races, or sexualities aren’t represented in adverts. This therefore isolates these demographic and making them less likely to buy from this business. So make sure in your advertising, that you are representing all potential demographics. It will boost their liking of you!

​A subtle but simple way you can implement the similarity principle in your own business is through a “Meet The Team” section on your website. You have the opportunity to introduce your staff, put a face to your company, and most importantly a personality to people that will make contact with customers, such as those in customer support. By introducing yourself, you may find that customers see you are real people who are similar to themselves and we know what happens then.