Not only are consumers flipping past TV ads, but they don't believe the ads they read in magazines or hear on the radio either. Junk mail doesn't even get opened before it is thrown away. People consider any emailed ad as SPAM and banner ads on web pages are ignored just as well. The "Do not call" list for telemarketers is so long, that marketing approach doesn't work either. In fact, people in a recent survey say they don't believe most of the information companies put out. Marketing is vastly different from the days of MadMen.
Want to get your message out? Want to reach your customers both business and consumer? Want to know how to reach the skeptical society you want to buy your products? You need to know three basics before crafting any message or deciding on what medium works best.
1. The buying process has shifted.
How well a buyer knows a supplier is going to determine how much the buyer will trust what the supplier is selling. When a person googles information on the company, sales agent or even restaurant she is considering, do you know what she is going to find if your organization is one she is considering? You need to have all marketing avenues properly positioned and worded to deliver the best message. You have one shot. Speak the truth and avoid the spin. BS meters are well calibrated in today's marketplace.
2. Consumers no longer trust corporate ad messages or news updates.
Consumers and company buyers have all become very skeptical of information, propaganda, and sales information. Why? Call it the Balloon Boy effect. When even the news is a hoax and filled with statistical fringe information misrepresented to support a particular agenda, the recipient begins to distrust all information.
The information age is turning into the misinformation age without a clear way of distinguishing the difference. People now make trust decisions during the buying process. As in, do I trust this person or company offering me this product? Even the smallest of purchases are no longer a simple decision. Everyone is asking, "Who can I believe?"
3. Buyers must believe to buy.
Trust is no longer the default setting for buyers in almost any purchase decision. Skepticism rules and the seller is under the gun to prove trustworthiness before even talking about the features or benefits of the product. How well are you working on your buyer believability message? No matter what features and benefits you are offering with your products, if the buyer isn't a believer that information will be ignored. First get the buyer to believe you, then tell them the message why your products are best for them.
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