Do customers believe what you're saying? Do they trust it?
I'm guessing that they don't. Not entirely.
I suspect that most buyers out there -- whether consumers or business buyers -- tend to view our marketing content with a jaundiced eye. They know we're fudging and spinning and putting our best foot forward. They know we're trying to sell goods.
But there's a devilishly simple way to make your marketing stuff 109%* more credible and believable.
Instantly.
How? Just slip a few negatives into your copy. Call attention to a minor flaw or two. Mention a drawback. A small shortcoming. Something you are 'still trying to perfect.'
Do this, and the good things you say will somehow be more believable, more trustworthy. The effect is uncanny. Especially if you are disarmingly candid about it.
What do I mean by 'minor negatives?'
"While the PowerLathe 3400 does require somewhat longer set-up times than conventional systems, overall throughput is typically higher, with fewer rejects."
"Okay, you won't get quite as much battery life. But your pictures will be a lot sharper."
"Some users note that the current housing tends to bind with substrates thicker than 38 mm. We will provide a retrofit housing at no charge as soon as it's available."
Your boss or product manager may balk at such heresy. But it instantly de-hypes your copy. Try to stand your ground.
Comments