The pursuit of an effective marketing campaign can be a never-ending effort. Selecting the formats, designs, and content of ads is a process that consumes many resources, including staff time, contractor costs, and purchase of items.
Somewhere in this complex system is the need for the content of the advertisements. While many companies choose generic phrasing like “We’re the Best”, it’s an accepted fact that consumers respond more positively to testimonials and endorsements.
Hearing that credible people vouch for a product is a very powerful motivator to most people, especially for products that are particularly expensive or durable, or that involve the customer’s body or health.
A strong testimonial from a user is a very powerful tool for us, but getting those personal endorsements is very difficult. The Benchmarking Company has a proven record of getting clients positioned to provide accurate testimonials and market research in health and beauty aids. The success of their clients is tied directly to their own success in making their product information pertinent in three main areas.
Accuracy is essential. In addition to the financial risk associated with buying an inferior product, customers often stake their health and even their lives on the information given to them about a product. The data that you utilize to try to draw customers must be accurate and complete, with reliable methods used for whatever facts are generated.
Your phrasing must be honest as well. This can be illustrated in the difference between these two statements:
- “80% of professional photographers say our photo prints are better than the leading brand.”
- “80% of professional photographers say our photos prints are as good as or better than the leading brand.”
The first shows certainty from the surveyed photographers. The second, not so much. Make sure your data source gives you statements like the former rather than the latter.
Let’s look at another pair of statements based on a long-running sugarless chewing gum television ad from the 1980’s.
- “Four out of five dentists recommend it for their patients who chew gum.”
- “Four out of five dentists recommend it for their patients.”
The first is once again better, by making it clear that their product is relevant to the gum-chewing population. The second statement sounds like 80% of all people who go to the dentist are being told to chew sugarless gum, a claim that is absurd and would greatly undermine the campaign. When you source data for your advertisements, make sure that it includes those essential details.
Having access to data is one thing. Having accessible data is another. The information you receive and subsequently provide about your product must be presented in such a way that the average consumer can easily understand it.
Most product attributes can be described in two ways: The scientist’s way, and the layperson’s way. Compare these two options.
- “Our inhaler can provide rapid improvement of symptoms for asthmatic exacerbations triggered by particulate inhalants.”
- “Our inhaler can help improve breathing for sudden asthma flare-ups caused by dust.”
Obviously, the first choice would be perfect for a physician, but the second choice is preferable to most consumers. Your data must tailor its terms to meet the needs of the relevant audience.
There is a fine art to writing in this way. You must make sure the information is presented simply enough that the average potential consumer can understand it, yet you can’t make it so rudimentary that it fails to meet scientific standards or to explain clearly what the product does.
Nothing is more powerful in marketing than the experience of established customers. It sells cars, books, patients for doctors, and steers millions of consumer to choose one brand over another in the grocery aisle. Yet this process is only effective when the information driving those claims and testimonials is sourced truthfully, holds relevance to the customer, and is easily understood by the target audience. Finding a partner who can provide those things for your business will make your marketing campaign soar.