Credentials communicate instant credibility. So why is it that much of the literature we see in our industry asserts some things to be true without substantiating it?
Your ACSM certifications, your degrees, or your CDE or DNE credentials “prove” that you’re an expert. You’ve studied and practiced and passed a test proctored by a respected governing body. Your record of training and advancement in acupuncture, deep tissue massage, yoga, and the like all tell people they can trust you to know your field of study and perform competently.
Yet in our industry, it’s often the case that sales and marketing literature simply asserts things to be true without placing the information in context, referencing authority, or making it clear why we should care.
It’s not even about what’s true; truth has a way of standing up for itself. But that truth is more believable when it’s backed up by charts and graphs, percentages, numbers, and references to trusted subject matter authorities.
Here’s the research that shows such claims are more believable when backed by backed by authority and made easy to understand.
Something to think about when you’re putting your next lit kit together.