Latest research, for example this one has proved that 57% of people regard ads as somewhat exaggerated. Moreover, 19% think that ads are overly exaggerated.
And this brings me to the fact that hype-creating ads, headlines, and claims are no longer applicable. There was a time, in early advertising days, when prospects were new to advertiser's manipulative tactics - falling for it most of the time.
Today, they are sensitized to it - sound enough to smell an exaggerated ad from a mile away....Their Guts have evolved...
So what are the alternatives?
How can you do persuasive marketing without relying on unnecessary hype?
Here is what I think are the modern marketing approaches:
Proving yourself Authentic.
The ads with greater authenticity take the limelight.
Because authentic claims are less common. And the few who are doing it stand out from the crowd.
There are various ways you can prove your authenticity. One is to be straightforward. I call it "building believability."
You can build people's trust if you are backing up your claims with solid guarantees.For example, someone claiming 100% customer satisfaction falls on deaf ear. However, the one claiming 100% money back guarantee gets all the eyeballs.
An another way to build authenticity is sounding like REAL HUMAN.
I call it "building relatability."You can build people's relatability by writing in a conversational tone - just like you talk to your friend or even wife.
"The consumer is not a moron -- she is your wife." David Ogilvy
Ogilvy summed it up brilliantly.Would you rely on hype-creating maneuvers to convince your wife? She would smell it in your tongue and won't take it seriously. Imagine it doing on your relatives or friends. Unless you sound authentic to them - they won't buy your logic. Same is the case with your consumers. Although they don't know you as close as your wife - still their guts are trained enough to sense any folly.
Ah, i wanted to end this thread here. But there is one more thing I believe can add authenticity to your claims:
Anticipating your prospect's questions.
Hype marketing immediately raises objections. The best copywriters - instead of antidoting objections, don't create them in the very first place. However, if some of your copy are edging near the "unbelievable" barrier, the best way to curb it down is anticipating prospect's questions and answering them immediately.
Say, for example, you are selling a free 30 day trial of your membership site. The possible question to address is "Will I be asked for my credit card details?" Or "Will I be billed automatically at the end of the month?"
Anticipate and address your prospect's questions before he starts looking for them elsewhere.
I would love to know what other warriors think? Are the days of hype marketing gone? And do headlines like "One day with this man could make your rich." still work?