Trust and engagement

 

Ninety-six percent of consumers don’t trust advertising. Why? Because the race to the bottom favors the snake oil salesman (and it’s usually a salesman). What we need to do is be clear, direct and specific about what we’re bringing to the table. Then, let the customer decide.

To do this, it’s important to understand how your customer thinks. When confronted by a new offer, your customer goes through a sequence of thoughts:

  1. Point of reference. Is this familiar? How do I accurately evaluate its veracity?

  2. Clarity. How well do I understand the messaging, story and next steps?

  3. Evidence. Do I believe the evidence presented? How do I know this will solve my problem?

So, what can we do to build more trust?

  1. Clearly and accurately differentiate your brand from the competition.

  2. a) Speak your customer’s language. No spin. No jargon. b) Present a clear path to purpose.

  3. Support your claims with a mix of concrete, verifiable evidence and storytelling.

 
Communication, CopywritingHenry AdasoComment