A Human Approach

Jae Rang Headshot

Your brand’s BFF.

Aha Moment Monday

How much can you trust advertising messages?
If the advertiser says their product will work three times faster, or save you $2500 per year or make you look 10 years younger, how much of that message compels you to buy it?

In years past, an advertiser’s message was the primary way in which we learned about a product and campaigns were easy to measure.  The owner of the product ran a commercial, an ad or conducted a mail order campaign.
We bought the message and bought the product (or not) and it was super easy to track.

In today’s world, a marketer’s job is so much more complex.
It’s not only because there are a multitude of ways in which to share your message- on-line media alone offers a plethora of channels – but it’s the opportunity that consumers and customers have to verify  the advertisers’ message that makes the difference.

Consider this.  You send out a message about a new product or service.  What might your customer do next?
Google it?
Google your company?
Search for reviews?
Read an article or blog about your product or company?
Compare the product on different channels?
Put their intent to purchase on Facebook to see what their friends have to say?

What are they looking for?

Aha –  “I find that when you open the door toward openness and transparency, a lot of people will follow you through” ~. Kirsten Gillibrand
It’s still true that people buy from people they like and trust.
And what better way to build trust than to be transparent about what you sell, how you serve, and what to expect?

While your advertising message may have been the buying stimulant, there are countless influencing factors that bring the sale to your doorstep.
Transparency is your brand’s BFF.


Jae M. Rang, MAS

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