How Do You Craft A Trustworthy Advert? [Contributed Blog]

August 30, 2019 - 9 minutes read - Contributed Posts, Healthcare Marketing, Local Marketing

If you’re a new, small business, the first thing you need to do is build yourself a trustworthy and legitimate reputation. After all, it’s hard for someone to bring their customer over to you if they have no clue who you are or how good your services are. We live in a world inundated with scams and pyramid schemes, and having to sort the wheat from the chaff on a constant basis makes the current shopping generation very distrustful of the working world. 

And when a brand new business comes along with offers that seem too good to be true, or they’re working in sectors crucial to the happiness and well-being of the people in the market, customers might just learn to avoid you. Now nobody wants their brainchild of a business to go through its first years like that, do they? 

So, in the interest of boosting your reputation, and making sure people flock to your doors because they can be sure you’re the company for them, how do you craft a trustworthy advert? Hopefully, some of the pointers below will be able to tell you! 

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If you had an advert posted up here, how would a passerby know who you are?

You Know Who Your Customers Are

It’s the number one factor of marketing – if you’re aware of who your customers are, you’re going to find it a lot easier to sell something to them. Because if you don’t know who they are, and you’re just taking stabs in the dark based off of your own guesstimates, you’ll find very little profit waiting for you. 

So, in order to know who your customers are, what do you have to do? What do you actually need to know? Well, you need to do your market research, via events like trade shows and business conferences, as well as activities such as focus groups and crafting market personas. And then, you need to find out what the market’s customers want from the companies in that sector, what kind of prices they’re looking for (and what they tend to pay, on average), as well as what kind of branding they’re likely to respond to. 

Take marketing for healthcare as a good example here: you’ve got a healthcare business that’s looking to put a patient first, but what does that look like to the patients you want to serve? Do they want reduced waiting periods? Do they want quick and easy results from the tests they take? Are they looking for a budget-friendly form of healthcare, because every other company in the sector has screened them out due to finances? If you know what a customer is looking for, you can better create the target you’ll need to hit. 

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You Make Realistic Promises

When it comes to actually creating the advert, you need to be down to earth with what you put out there. Whether you’re making a 15-second advert that’ll run on YouTube, or you’re planning to take the course of a nationwide commercial, you need to promise things you can actually deliver. And anything a customer needs to know ahead of time must be put in the small print at the bottom of the screen, if it’s something you haven’t covered in the main content… 

Your advert should tell the consumer what you can do for them, with all prices and fees displayed for all to see. You provide links to where they can find further information. You write a script that’s realistic, and fairly normal, and could easily feature anyone who might be watching on the other side of the screen. 

All in all, a good advert is upfront about what a company is, and what it can do for the person watching the advert. It runs through the products and services it offers in a clear and concise manner, and it doesn’t overflow the watcher with jargon they’d never understand! That can immediately turn a viewer off, after all, and that’s a fatal mistake when you’re trying to build a customer base. 

You Leave Out the Pretension

As we briefly mentioned above, a trustworthy advert leaves out the pretension, usually in the form of jargon. When someone is watching an advert, and can’t understand a word the person on screen is actually saying, it’s not a good advert. This is an advert that doesn’t quite understand the customer base it’s trying to sell to, and is now using fancy words and misplaced facts and figures, as well as tone and facial expressions, to convey the utmost importance that someone invests in their product. And this can be considered another form of scare tactics within the media – or at the very least, false advertising

Make sure your company doesn’t fall into this trap with your marketing campaign. You want the customer to trust you, and to walk through your doors or click through to your website with an entirely open heart and confident mind. You don’t want them to feel intimidated by you and your advertising techniques – it puts a sense of bad faith into the market you’re trying to serve, and only guarantees short term profit, with little to no chance of repeat business. 

So use clear and concise language, and put everything into layman’s terms, if you’re running a business that has quite a bit of business jargon to it. This can include insurance companies or legal firms, as well as travel agents or online businesses looking to impress – anyone can get a bit too pretentious with their marketing language! So simply make sure a customer has a good experience with you, even from the first initial advert they see of yours, and they’ll come back again and again. They know you’re a safe business that gets the job done! 

Could You Craft a Trustworthy Advert?

You’re very capable of it, and you’ve got the right kind of business to back it up. Put the customer first, to come across as trustworthy and legitimate. 

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