Within your Marketing you will often find it good to reference others, or maybe give a fact that will help people make a decision. There are a number of things that you need to be aware of when you are doing this in your marketing.
- Double check the fact – While you are generally only going to use one piece of information to make your point it is worth checking more then one source if available to be sure the information is right. Especially if it is a very public campaign that you are running double checking can be a minor inconvenience compared to being exposed for using misleading information.
- Quote the best source – If you are sharing a fact, or a quote or something that is going to help make or break the sale, then be sure the person or company you are quoting is going to actually help you. For example there is no point quoting something said or a figure created by a company no body knows.
- Be sure the source is credible – Research where you are getting the information from, if the company has supplied research data, that has been found flawed multiple times before, then you are opening yourself up to potential back lash from sub standard data, like wise, if the company has been known to be highly accurate, and you cannot find anything bad about them, then there is a good chance they will provide good information again.
What it basically comes down to is being sure that information you have not directly done the research for is going to help your company rather then hinder it’s progress.