A Nielsen survey reported in Adweek suggested that consumers 'trusted' recommendations from other people more than conventional advertising and marketing. No surprise there.
"Consumer opinions posted online were trusted by 61
percent of respondents, and brand Web sites by 60 percent. The most
trusted form of "advertising": recommendations from other consumers,
with 78 percent expressing confidence."
Can you get some of that trust factor into your marketing stuff? Maybe. Can you sound a little more like a friend telling you about a product, rather than someone trying to sell it? Sure?
1. Skip the hyperbole. No exclamation points.
2. Mention a shortcoming or two. Don't be 110% rosy.
3. Focus on the experience of using the thing. What it feels and smells like. Just like your friend would do. Never mind features/benefits.
4. Invite customers to try, explore, see, judge, evaluate, rather than tell them what to think.
