Although this finding depends very much on which culture you come from, it still makes an interesting read. Would there be a possible quick fix by just adding a few strategic sentences at the end of a direct mail letter?
Do you think one short sentence at the end of your ad could cause a major increase in the level of trust customers place in you? Believe it or not, it’s true. Researchers found that placing the following statement at the end of an ad for a auto service firm caused their trust scores to jump as much as 33%!
“You can trust us to do the job for you.”
Seems simple, eh? Almost something that doesn’t even need to be said, since the implication in any ad or relationship is that if you give the firm a job to do, they will do it. There’s no claim of doing it right, doing it better, doing it quickly, or even doing it with a smile.
Nevertheless, that phrase caused people to rate the firm in the ad higher in every category:
Fair Price – Up 7%
Caring – Up 11%
Fair Treatment – Up 20%
Quality – Up 30%
Competency – Up 33%
It’s quite surprising that as nebulous as the “trust us” statement was, it produced major increases in very specific areas of performance.
So, if you want your customers to trust you, remind them that they CAN trust you. Try it. It will work. You can trust me.
Image via Shutterstock. Original study: On the Potential for Advertising to Facilitate Trust in the Advertised Brand by Fuan Li and Paul W. Miniard. http://mesharpe.metapress.com/app/home/contribution.asp?referrer=parent&backto=issue,8,12;journal,16,31;linkingpublicationresults,1:110658,1 Summarized data can be found in About Face by Dan Hill.
Source:
http://www.neurosciencemarketing.com/blog/articles/ten-words.htm
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