Leads and sales are the lifeblood of your business. But right now, it’s getting harder to capture prospective buyers and even harder to close them.

You’re navigating turmoil on multiple fronts, so it’s not surprising that your instinct is to push harder to push through. It means creating additional ads, sending more emails, and doing whatever it takes to get in front of people.

But more doesn’t mean better, especially if the end result doesn’t lead to increased sales.

Buyers are vetting businesses harder now

At the same time you’re dealing with the intense pressure of keeping things afloat, your customers are feeling it too. People are protecting their wallets and budgets as they ride rough economic tides.

Right now, they aren’t just looking for a solution. They’re looking for the best option to save money.

When creating an email, landing page, or any other communication, consider the internal back-and-forth buyers go through. Since the stakes are higher for them now, if there’s anything that feels “off” in your marketing, they have an excuse to pass on your offer.

The inner monologue of buyers

Whether it’s the digital inbox or the physical mailbox, when a potential buyer engages with your marketing, they’ll make a few snap decisions about it. This moment is important because they’re having an internal conversation that could potentially spark a purchase.

Let’s do a thought experiment.

Say a prospect is online and clicks on a beautifully designed digital ad. The prospect says to themselves, “Finally, this looks like something that works for me.” They’re intrigued by the professional design and snappy messaging. It resonates.

But when they click through and land on your site, the font is tight and nearly unreadable. The imagery in the hero image looks like it was cut out in a 1990s version of Microsoft Paint.

Now their internal dialogue shifts to, “Hold on, is this even the same company? This looks like [insert expletive]! Let me get out of here.”

And now you’ve lost that prospect. You could keep hammering this person with ads, but it won’t change their minds.

Building credibility through trust and authenticity

People want stability in the best of times, and in times of uncertainty, they crave a steady hand even more.

What does this mean for your business?

There’s a greater emphasis on quality versus quantity. Your company has to prove it not only in its products, but also in the attention to detail of its advertising.

This also means showing buyers that you’re reliable and that they aren’t just another sale. When everything else is uncertain, your brand should reassure buyers and remove anything that undermines your company’s credibility.

Filling the credibility gaps

There are several cues people look for when deciding where and who to buy from. For instance, a website’s appearance can influence how trustworthy people find it. If it has product imagery that reflects their individual use cases, it signals to them that they’re in the right place.

Since every communication from your company is a dialogue that could lead to a sale, make sure the conversation leaves a good impression.

Here’s the path we recommend following to shine a light on the common areas that could negatively impact your credibility.

Check your assets for inconsistencies
Take a hard look at all of the emails, landing pages, and other print and digital assets in your funnel(s). What you’re looking for are inconsistencies that go against your brand standards, such as shifts in voice and tone, visual style, or mismatched messaging. These are all things that, over time, impact your brand’s credibility.

Verify that you’re using contextual testimonials
The words of previous buyers are important for proving to prospective customers you’re the real deal. We encourage you to look for testimonials that align with the problems they face in today’s economic climate. These types of reviews set the scene for others to see and, more importantly, relate to.

Prove that you know your customers
What’s stopping someone from taking the next step? If you ask the right questions, they’ll tell you. Interviewing current and former customers reveals what your existing communications aren’t addressing and where the friction comes in. This information helps you create more specific, tailored marketing that makes people say, “Hey, they really get me.”

When you look at your marketing through the buyer’s eyes, you can create stronger marketing materials that meet them where they’re at in good times and bad.

Providing reassurance in uncertain times

As you figure out how to navigate the current path you’re on, remember that your buyers are too. They have to know that if they’re going to spend money during times of uncertainty, it’ll pay off.

Building your marketing designs and messaging around their struggles, hopes, and goals allows you to speak directly to what customers face in this moment: the desire to feel seen and safe.

And in a time when it’s harder to make long-term plans, it will benefit your business to show customers you are this safe option in an ever-changing world.