Don’t lie, please.
Because consumers know.
Many of us are no stranger to getting a little carried away when telling a story, or trying to persuade someone to see your point of view.
The same thing applies to selling. So often we start spouting information, exaggerating the potential of a product, and hiding the abilities of ourselves or our business under an umbrella of confusing jargon that sounds so impressive but means nothing at all.
Manipulation seems like a clever tactic all-in-all but consumers are a little more on to it than that.
The average person gets exposed to more than 4000 advertisements per day, and while less than 100 of those are actually registered by us, it shows how entrenched we are in advertising.
And we know it.
How do we know?
Inside our fantastic brains we have a device called the Amygdala: your fight or flight mechanism. It perks up when something is not right and it tells you to “Run, Forrest! Run!”.
Once upon a time we used it to escape incredibly dangerous animals, and now we use it to escape incredibly sneaky marketing techniques (isn’t it cool that our brains are still up with the play?).
As soon as a consumer’s amygdala perks up it’s game-over for the sell.
You need to instead take a marketing approach that is trustworthy, transparent, and speaks to your consumers like the equals that they are. Otherwise, you’re going to lose some sales.
If someone talks openly about a topic/person/product with you, using straightforward and friendly language that doesn’t have you diving for a dictionary, you're more likely to trust them.
That is conversational content.
When you hand someone a contract filled with legal jargon you can be certain they’ll immediately become wary, and more than a little intimidated by the things they don’t understand.
Aside from character’s in Rom-Coms, no-one has ever signed away a contract without developing a thorough understanding of its content. This is because confusion brings up walls of distrust immediately.
To avoid it, just be conversational.
Many mistake conversational content for chatty, funny content that’s still riddled with tricks and jargon. You can’t just offer consumers a sandwich of lies on some fresh, whole grain, joke bread. “Why did the chicken cross the road? Because our product will definitely make you rich and happy! Knock, Knock!”
Gosh, I’m a comedian. (Lie).
This is why product demonstration videos reign supreme!
- After watching a video, 64% of users are more likely to buy a product online (source: Hubspot)
- Top three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%) (Source: Curata)
Product videos allow consumers to get a good clear look at the product from the safety of their homes. They get to thoroughly evaluate it themselves without the pressure of a sales-person standing over their shoulder, swaying them with tricks.
Think about a time you’ve seen a particularly flash car on a billboard, did it’s beauty in the ad really grab your attention? Then recall a time you’ve seen a flash car drive past you on the road, were you more impressed?
We often tune out the ad, or the sales pitch because we don’t trust them. But what we see in close-up videos or with our own eyes, we trust.
Use videos to demonstrate that same transparency within your own business, but also try to cultivate that same trust within every aspect of your sale.
Live videos take it up a notch
Live videos of products are completely transparent. There's no space for editing, and no camera tricks. The person doing the live video has to have complete faith in the product in order to put it to the test in front of a live audience.
And it’s live videos that get the best Response. Zuckerberg declared that live videos on Facebook get shared 6x as much as regular videos.
But it's not just live product videos that go crazy. People enjoy live videos because they feel a part of the experience or they feel close to the person they're watching. It is the ultimate in conversational content.
Conversational, honest, friendly, transparent sales doesn’t mean be over-familiar or unprofessional. Just be straightforward.
Videos are so popular because they convey the transparency that you should convey everyday. They are automatically conversational and open, and their popularity, as well as their sales successes, prove that all online marketing content should be created with the same themes in mind. Honestly, treat the consumers like the people that they are and you will get a positive response.