“We’re the Best!” “Changing the World!” “The Most Trusted!” “We Care More!”
Gaining Trust Is the biggest challenge of any small business, and the primary goal of any good website or ad campaign. Without trust, the phone doesn’t ring.
Unfortunately, in a world filled with template-built websites and made-for-you stock ads, web designers and marketers have become a bit lazy. They’ve allowed short, over-the-top statements to do the important work of gaining trust.
There are two problems with this approach.
1. Trust is earned.
2. Short, catchy headlines by themselves don’t earn it.
“But why?” you may ask. “People’s attention spans are shorter than ever and we need to get the message to them quickly!”
Yes we do. And grabby statements AREN’T a bad thing. They CAN BE effective when used the right way. But before we dive into the right way to use them, let’s look at why they’re problematic at building trust.
1. Everyone uses them – which means no-one believes them without further evidence.
2. They don’t distinguish you from your competitors like you had hoped. They offer nothing that the customer doesn’t think they can get elsewhere. So, you’re one of a dozen, not one in a million.
3. I personally hate them. Okay, this isn’t a legitimate reason (or is it?). However my disdain isn’t without merit. How many poorly run businesses have you attempted to buy from that were “The Best!” only to discover they were in fact, the worst? Yes, a good business may use them too, but lazy people hide behind lazy clichés. And I don’t do business with lazy people. Now, get off my lawn!
“Alright Mr. Smarty Pants, what should we use instead? “
1. Respect Your Customer More. By spending a bit more time and thought into making your case to the customer, you’re telling them they’re worth the added effort. This mindset alone will set you apart from most of your competition and will earn trust.
2. Use Empirical Evidence. Are you the most trusted? Prove it. Use statements such as “Over 300 Local Five Star Reviews” or “100% Five Star Reviews”. Are you the most qualified? Display your credentials right next to or beneath the grabby statement. Do your customers love you? Provide a warm testimonial with a real client’s photo or testimonial video next to it. And of course, make sure you’re Google, Yelp or other reviews are prominently displayed and easily found on your site.
3. Add Conversational Depth. Instead of throwing statements at the customer, talk to them in a conversational way. Instead of “Our Clients Love Us!”, say something like “There’s a reason our clients speak so highly of us. Read what Mary Smith has to say.”
4. Use High Quality Imagery. Believe it or not, a picture is worth a thousand words. And a video, if done right may be worth ten thousand. The right images placed strategically communicate as much if not more than grabby headlines can. A soft photo of a couple standing in front of their home, a photo of a mother holding her baby, or members of a local car club posing in front of their builds… all convey more than a headline ever could. Caution: Be careful using stock photos. If you must use stock, make sure it’s not the same photos everyone else is using. Select images that match the look and decor of your site and brand.
There you have it. Four ways to gain trust without resorting to worn-out headlines. Want more information or have an idea you’d like to run by us? We’re here to help.
Certified Expertise: This article was NOT written by ChatGPT.
As founder of The Marketing Crew, Jason Yates helps small, independent businesses craft their message and image to better compete in a rapidly changing economic and demographic environment. With over 25 years of professional marketing experience, Jason and The Marketing Crew are available to help you re-shape your brand, or act as your marketing team – guiding and implementing your marketing strategies.
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