“You know… they say those football helmets only protect players 20% of the time!?”

“Oh yeah? Who’s ‘they’?”

The chip paused on its way to my mouth as I listened closer to the response…

“Oh, I don’t know. That’s just what they say. Isn’t that incredible?”

This is when I chuckled inwardly — trying to hide the smile on my face.

It was a conversation I overheard on Thanksgiving day in the middle of an exciting game between the Buffalo Bills and the Dallas Cowboys.

I was sitting on the couch in front of an enormous TV watching the game — and wishing the Steelers were playing instead.

(And while I’m in a wishing mood — wishing the Steelers were actually having a good season. Ha!)

Anyway…. this little exchange illustrates a very important concept in marketing…

Credibility matters!!

Because, really… who is “they?”

Is it the 6-year-old who overheard another 6-year-old who overheard his mom talking at yoga class?

Or, is the well-educated athletic researcher who has studied football injuries in-depth and makes official recommendations to the NFL?

Yup… the “they” matters a LOT.

So, when you’re creating your marketing message, make sure you always define your “they.”

Let your reader know if they should laugh off a statistic, or sit up and take serious notice.

Always include the important information your reader needs to know so they can actually trust your authority.

Oh… and just in case you missed it…

The Bills won the game. (wahoo!)