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    In today’s world, filled with hundreds or even thousands of competing brands and products on the market, gaining customers’ trust becomes a key challenge for any company. In pursuit of this goal, an extremely effective tool is RTB, or Reason To Believe, which can be translated as “Reason To Believe”.

    This is a strategy to convince customers of the value of a brand and its products, building lasting trust. It is worth understanding that it is not enough just to provide information about products or services — consumers expect more. Therefore, in this article, we will analyze what characteristics of effective RTB and what steps you can take to make customers believe in your brand.

    reason to believe

    What is a Reason to Believe?

    Reason To Believe (RTB) is a persuasive argument or evidence that proves that a brand’s promises are real and possible to fulfill. It is designed to convince customers of a brand’s authenticity, value, and credibility. It is a key element in building customer trust because it helps answer the question, “Why should I believe this brand?”

    RTB can take various forms, such as fact-based argument, customer reviews, awards, statistics, research, or unique product features. Its purpose is not only to convince customers to buy, but also to build lasting relationships and brand loyalty.

    Reason to Believe a Unique Selling Proposition

    As just mentioned, unique product features can be used for RTB, but it is worth emphasizing that RTB is not the same as USP (Unique Selling Proposition). This is because RTB is an argument or proof that aims to build trust and convince customers of the value of a brand and its products. It may include unique product features, but it also focuses on compelling evidence and arguments that support that value.

    On the other hand, a USP focuses solely on what differentiates a product or service from its competitors, often focusing on unique product features. Although USP may be one element of RTB, RTB is a broader concept that can encompass a variety of aspects, including unique product features, recommendations, brand history, and a variety of other evidence of value.

    The USP of a product or service may be one of the elements of RTB.

    Types of effective RTB

    A well-formulated Reason To Believe (RTB) is the foundation of effective brand communication, playing a key role in the process of convincing customers of the value of the products or services offered. Properly formulated RTB has several important characteristics that distinguish it as an effective tool in building customer relationships and achieving marketing goals.

    • Uniqueness — RTB should be clear and easy to understand. Leave no room for ambiguity or interpretation. Customers should know right away why they should believe in your brand.
    • Consistency — be sure to be consistent with your brand’s mission and values. All elements of your brand communications, from advertisements to website content, should reflect the same belief.
    • Originality — Your RTB should emphasize the uniqueness of your brand in the context of your competitors. Try to find a reason to believe that sets your brand apart from others.
    • Evidence — effective RTB is based on specifics. Present evidence that supports your brand’s claims. This could be customer reviews, awards, statistics, or research results.
    • Emotional power — by trying to combine your evidence with an emotional message, you are well on your way to convincing customers of your brand and offerings.
    • Understanding customer needs — RTB should be tailored to customers’ needs and expectations. You need to show that you understand their problems and what solution you offer.
    • Continuous updates — remember that RTB is not a permanent thing. You must be willing to adapt it to changing market trends and customer needs.
    • Credibility — all claims made in RTB must be reliable and credible. Promises that cannot be fulfilled can harm the brand.

    How to create effective RTB for your company?

    Finding or creating an effective Reason To Believe for your business is a key step in building customer trust and convincing them to believe in the value of your product or service. To achieve this, start with a thorough understanding of your brand and its products. Identify what makes your offering unique compared with your competitors. Is it innovative technology, high quality, excellent customer service or something else entirely? These unique characteristics are the starting point for RTB.

    Focus on your customers as well. After all, they are a valuable source of information about what they appreciate most about your brand. Analyze feedback, reviews, and suggestions to identify those qualities that set you apart and build trust. This information can provide valuable insights into what is important to your target audience.

    When creating Reason To Believe, choose compelling evidence. RTB isn’t just about claims, it’s about concrete evidence that backs up your promises. It can be reviews from satisfied customers, studies proving your product’s effectiveness, awards, or achievements in your field. Choose the evidence that best reflects the value of your brand.

    Additionally, create a consistent narrative in which RTB is integrated. This means that every piece of communication, from ads to websites, must highlight RTB and build a consistent message. This is because consistency in message strengthens credibility. Be transparent, too, because building trust requires honesty. If you promise something under RTB, you must deliver it. Avoid false claims and biased marketing.

    To monitor and improve RTB, don’t forget to test and measure its effectiveness. Test different messages and evidence to find out what works best. The results will help you adjust your strategy to meet your customers’ needs.

    Give the customer a reason to believe in your brand!

    Are you convinced of the value of your product? Do you offer something unique, but not everyone realizes it? Or maybe you would like to stand out from the competition? If so, you definitely need Reason To Believe. If you are looking for help in finding the right RTB and implementing it, our specialists are at your service. Together we can build customer trust and make your brand stand out in the market.

    Approaches in creating RTB

    Approaches to creating Reason To Believe (RTB) can be varied and depend on the specifics of the brand and its products. It is a process that undoubtedly requires creativity and a deep understanding of customer needs. In a changing and competitive market environment, having an effective RTB is crucial to stand out from other competitors and convince customers to choose your brand. Here are examples of some strategies you can use in your operations:

    1. Unique product story. If your product has a unique story or genesis, tell it. For example, if you are a manufacturer of handmade furniture, emphasize that each piece of furniture is the work of an artisan and has a unique story. This gives the product a unique character and builds trust.
    2. Expert endorsement. If you can boast the endorsement of experts or specialists in a particular field, use this as RTB. For example, if your product has won praise from well-known interior designers, share their opinion and recommendation.
    3. Social activities. In a situation where your company is involved in social activities or cares about the environment, you can create an RTB based on these values. An example would be a cosmetics manufacturer that declares that all its products are cruelty-free and environmentally friendly.
    4. Competitiveness. If your product stands out from the competition, it’s worth highlighting. For example, if you run a healthy snack business, you can point out that your products contain fewer calories and artificial additives than your competitors’ products.
    5. Satisfied customers. Have loyal customers who are eager to share their positive experiences? Be sure to take advantage of this as RTB! Feedback and reviews from satisfied customers can be a powerful persuasion tool.
    6. Innovation and technology. If your product is based on the latest innovations or uses advanced technology, highlight these aspects. For example, an electronics manufacturer might point out that its products use the latest advances in technology.
    7. Awards and accolades. Your product has won awards or accolades in the industry? Highlight it as an RTB. Receiving the title of “Product of the Year” or “Best Product” can gain your customers’ trust.

    Choosing the right RTB strategy depends on the nature of your brand and its products, as well as customer expectations. It is important that it is authentic and credible to gain the trust of your customers.


    Reason To Believe (RTB) is the key to building customer trust in a brand. Properly worded and authentic RTB helps convince consumers of the value of products and services. It is important that RTB reflects the unique characteristics of the brand, listens to customer feedback, uses compelling evidence and is integrated into the brand narrative. Transparency and continuous improvement of the Reason To Believe strategy are indispensable to maintain customer trust and achieve success in a competitive market. Creating RTB is an investment in long-term customer relationships and building a competitive advantage in the marketplace.

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    Aleksandra Wrońska
    Aleksandra Wrońska

    She has been involved in internet marketing for two years, but despite her relatively short presence in the industry, she has already conducted advertising campaigns for small and large companies, both on the Polish and foreign markets. He treats digital marketing not only as a job, but also as a passion, which is why he tries to expand his knowledge and skills every day. She joined Up&More in January 2023, where she manages projects in Facebook Ads, Google Ads and Apple Search Ads.