One weird trick to make your marketing more effective…while losing weight, too
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Do people continue to fall for the “one weird trick” headlines that pop up alongside the digital content we crave? I’m always amazed to see blatantly deceptive advertising approaches in action, but their continued use confirms their effectiveness. Does that suggest I believe it’s the right strategy for your business?
Not at all. In fact, I’m frustrated by the number of companies resorting to deceptive approaches in an effort to gather audience attention. Some are more flagrant offenders than others, too. From mailed pieces designed to look like either a summons from the IRS or a greeting card from a friend (no, it’s really an offer from a big window contractor!) to websites that promise information and fail to deliver, I see plenty of people hanging out on the shadier side of marketing and advertising.
Does it get our attention? Of course! Does it put us in a good mood or give us a desire to buy? Not at all. The reason is simple: we don’t like to be deceived. We know that ads and salespeople might exaggerate a bit or use a wee bit of hyperbole, so it doesn’t offend us. But when we catch someone who’s deliberately trying to trick us, we get irritated and mentally decide to never do business with them.
I want you to think of your website and other marketing materials as a stand-in. They take your place when you can’t be there. You lack the resources to have a one-on-one conversation with every prospect, so you count on your many marketing communications channels to share what you want those prospects to know. You recognize the importance of establishing a positive first impression, because that will largely determine how you’re viewed and judged. Do you really want that first impression to be that you’re a deceptive liar?
Nobody you deceive will want to do business with you. Sure, they may have opened your offer, but they won’t respond. Even worse, they’ll remember you in a negative way, making them less likely to pay attention to what you have to say in the future.
If you really want to stand out in an ever-more-crowded marketplace, the best thing you can do is be unique—and the best way to do that is to be yourself. Embracing authenticity in your marketing strategy is a powerful approach that resonates deeply with today’s consumers. Taking pride in what you do well and displaying that to your customers and prospects can make all the difference.
While authenticity has always been valued, it’s importance is magnified when selling to post-Boomer cohorts. Raised on an overload of media and frequently revolted by the actions of corporations and celebrities, these consumers have developed an uncanny ability to spot and see right through artifice. They crave real connections and genuine interactions, and there are several things you can do that will build authenticity and trust with them, such as:
- Avoid complex and convoluted language. Use words everyday people use instead of trying to sound smarter or cleverer than everyone else.
- Speak clearly and be straightforward. When your message is easy to understand, you build credibility with your audience. Talk over their heads, and they’ll lose interest.
- Bragging isn’t confidence. Don’t exaggerate to impress. Be confident in what you have to offer and accept that your product or service can’t be the best fit for everyone.
- Consistency counts. Consistency in design, tone, and voice across all your communications reinforces your brand identity and consumer trust.
- Always be yourself. Embracing and highlighting what makes your company different will attract customers who resonate with your distinct approach and values.
Hey, B2B companies and professionals, when I talk about consumer trust, I’m talking about the people who do business with you, not the companies that employ them. They may be engineers, accountants, attorneys, scientists, surgeons—doesn’t matter: they’re all people and all consumers. They react to your messages just like they react to Coca-Cola commercials. (Disclaimer: I am not receiving any funding from Coca-Cola for that last sentence. Not that I’d turn it down or anything.)
Put another way, you sell to people, not functional roles. You’re asking them to trust that not only will you accomplish some amazingly important objective for them, but they (as in your contact) will not have reason to be punished or humiliated for having so strongly recommended you to a boss who likes your archcompetitor.
Building your marketing and advertising strategies around authenticity isn’t a revolutionary tactic. It’s a time-proven, comprehensive way to transform your connections to your key audiences. By sounding like yourself, you build a brand capable of standing out in a crowded marketplace.
So what’s the one weird trick to making your marketing more effective? It’s just being authentically you. This genuine approach will not only attract but also retain customers who value what you truly offer. Will it help you lose weight? Can’t hurt.
Scott Flood creates effective copy for companies and other organizations. To learn more, contact him at sflood@sfwriting.com or 317-839-1739, and visit his blog at sfwriting.com/blog.