Sugarman Trigger #4 - Credibility
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Joe Sugarman nailed it: Honesty + Integrity = Credibility. Once people trust you, selling gets way easier. The image drives this home perfectly — a little figure proudly holding The Wall Street Journal saying, “It must be legit!” That’s credibility in action.
Why this works
- People trust sources they’ve already vetted (QVC, WSJ, Wirecutter).
- Borrowed trust transfers to your product instantly.
- Credibility lowers skepticism and friction to buy.
- Honest, consistent messaging compounds over time.
Real-world proof
- QVC moves $11 billion a year because viewers believe the presenters.
- Wirecutter boosted affiliate sales 2x after being acquired by The New York Times.
- Apple ads rarely sell specs—they lean on brand credibility to justify premium pricing.
- HubSpot’s blog built trust first, then sold software later.
Analyzed by Swipebot
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