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Creating Trust in Advertising

Published:
17/05/2018
Author:
Steve Indersmith

Trust in advertising has always been an issue and today even more so. With fake news, fake reviews and programmatic advertising, consumers have reason to be wary. The table below references a study done in 2017. Importantly, it links trust with purchase intention.

Traditional media such as magazines, newspapers and TV came out way ahead of digital advertising. Almost a third more people said they trusted print when making a purchase decision over search engines, and double that for Facebook and Instagram.

Print is one of the best channels to create trust and purchase intention with consumers.

For the full report, click here.

Selecting print in your media mix is important if you are intent on building trust, as too is the content of your print advert.

How to Build Trust Through Your Print Advert
When a first-time customer is choosing which company to do business with, they’ll often want to research the credibility and trustworthiness of the business before they purchase. This is particularly evident if the purchase or service is personal, expensive or permanent. So, if trust and credibility is one of the most important factors when it comes to converting a prospect to a customer, read on – we’ll show you how.

Awards
Awards are a great tool for building trust. Being a finalist - or better still, a winner - you can hold yourself above your competition. Awards convey excellence in quality staff and/or service. They allow you to differentiate your business and give consumers a reason to shop with you and not your opposition.
When you are faced with making a decision on which restaurant, beauty salon, hairdresser or bottle of wine you will visit or purchase, awards may be that one thing that makes the difference. Being able to display the awards logo also provides a ‘halo effect’. The goodwill associated with an award of high standing rubs off on the business.

Testimonials
Testimonials differ to reviews in that they are controlled by the company. The company chooses what they present to the consumer. As a result, there may be some scepticism associated with testimonials. That said, studies still conclude that testimonials are a powerful vehicle in generating trust and purchase intention.

There are numerous studies that assess the value of testimonials. In one recent study, 90% of people said they read the testimonials when considering a purchase. Over 80% said they trusted testimonials as much as personal recommendations.

Testimonials let customers become brand advocates, which builds trust, credibility, and loyalty.

Case Study
A case study is a detailed description and review of a product or service and how it meets a need or solves a problem. It engages with the reader and leads them along a journey - enabling them to internalise how their need or desire will be met. Done well, it is a powerful way of building trust and purchase intent. Before and after photos are another way of building trust that a product or service works.

Guarantees
A guarantee means you stand behind your product. Customers will have a greater trust in your company and, as the risk associated with purchase is reduced, the intention to purchase is greater. The greater the guarantee, the greater the trust.

Years in business
When advertising, you are looking for a point of difference, and years in business might just be one of them. Being able to claim you have been serving the community for over 20 years or have a combined experience of over 45 years is a big trust factor. These sorts of statements imply you must be doing something well or you are an expert in the field.

Your mug shot
Putting your photo or that of your staff member in your advert can be a useful means of generating trust. It’s a sign you believe in your business - that you have enough confidence in your business to put your face in to the public arena. Often it can create an affinity with the consumer - leading to a stronger intent to purchase.

As seen in….
As seen in media …... Consumers associate the fact you have been engaged by media as a spokesperson or to provide expert commentary as an indication you are an expert or highly experienced in your field. They don’t necessarily care what your involvement was - it is enough that you are able to boast that relationship.

So there you have it. If you are looking to build trust, goodwill and influence one’s intent to purchase, then you should be in print. How you build your advert to achieve this will depend on your industry (think finance vs beauty), your product (financial plan vs laser beauty treatment) and your demographic (45 to 65 years vs 25 to 40 years).

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