There’s that advertisement again. You’ve seen it countless times. It’s emotional, persuasive and memorable. It hits all the marks: demonstrates what makes the product special, how it can benefit your life and why you need it as soon as possible.
So why haven’t you made the purchase yet?
It’s because the advertisement is paid for by a company trying to sell its product and make a profit. There’s nothing wrong with that. It’s nothing personal. It’s just business.
But that’s kind of the problem.
Advertisements aren’t as credible as companies would like them to be – and customers are much less likely to make a purchase when they can’t trust the information they are provided with.
Selling should be based on trust – and that’s what publicity provides.
Being Objective To Further Your Objective
Advertisements have a promotional approach, focusing on the best phrases to drum up emotion to sell a product or service. With publicity, the goal is to be objective with the messaging in content, whether it’s articles, blogs, social media, or even podcasts.
Instead of grandiose statements, such as “revolutionary,” “state-of-the-art” and “best-in-class,” being objective can show why those statements have validity. The content can focus on the features that make the product or service “revolutionary” without outright saying it.
When a customer learns about a product or service in a factual manner, they tend to trust what that product or service offers. If that same content takes a promotional route with magnificent statements throughout, a customer might become skeptical and wonder what is factual and what isn’t.
That’s not to say you can’t highlight your product or service without enthusiastic language. If the product has a specific classification or features not found anywhere else, highlight this fact. If your service has actual metrics that prove its effectiveness, include them in the content.
Editors and journalists will always fact check your statements. This is how publicity keeps information objective and credible and provides the opportunity for companies to develop trust with their customers.
Publicity Equals Trust
Let’s face it: people see advertisements day in and day out, be it in a printed product, on TV, the Internet or on their phone. With publicity, you can provide them with an objective piece of content that can increase their trust in your company and product – which bodes well for a sale down the road.
At DeanHouston+, we know publicity because we have associates that come from the world of journalism. We’ve seen all the things that make for good and bad content and how readers respond to each. This knowledge helps us put your message out to journalists, editors and the general public with the best chances of being published while keeping your company, brand and offerings in the best possible light.
If you’re looking to harness the power of publicity and build trusting relationships with your customers, reach out to DeanHouston+!