Marketing consistency.
The rate at which people find your site and take the leap of faith of contacting or buying from you is based highly on the trust they place in your company. Since you are not standing before them, pleading your case, the vibe your site gives off coupled with your marketing consistency is one of your biggest assets in building trust.
By marketing consistency I mean maintaining continuity between what you are advertising and the actual product or service you are selling. While misleading visitors with deceptive verbiage in an ad might cause a spike in traffic, it is ultimately ineffective because you have failed to deliver on the promises that initially piqued your visitor’s interest. Although they have come to your site, they are likely leaving with a negative impression and future sales could be jeopardized.
Choose the words in your ad carefully, being mindful of their context and implications and the impression the imagery your advertising creates. Every aspect of your ad should be in line with what you are actually selling. Apple’s stock fell 5% the other day because of a rumor claiming that their new laptops would be sold at $800, a lower price point than any of their other models thus far. When CEO Steve Jobs corrected the rumor at the unveiling of the laptops and announced that prices would start at almost $500 more, the reaction was less than enthusiastic. Even though Apple did not deceive anyone in any way, the situation reveals the importance consumers place on expectations, regardless of how they are created.
Advertising something remarkable and then being able to deliver it is a proven way to generate sales and increase the effectiveness of your site, build customer loyalty and create consumer-driven buzz.
For more on this subject, I recommend reading The Anonymous Ad Guy’s insightful article that covers this principle and many others in more detail.
:: 
:: 
:: 
:: 
:: 
:: 
:: 
:: 
:: 
:: 
:: 
