![]() ![]() Whether or not these influencers are authors, coaches, professionals, or experts in some regard, they regularly provide a tangible relationship between the consumer and brand. These influencers set themselves apart by emphasizing communication with their followers, often through interacting on Facebook, Instagram, or some other digital medium. In fact, the modern definition of a social media influencer is a specialized thought leader. With the advent of social media, influencers don’t necessarily need to be doctors or award-winning documentarians like Cross. Gaining such trust will open doors, exploding your income. To get the best results for your own business, you, too, need to be considered an expert in your industry. Establishing amazing customer trust, this seal of approval confers major expert status, differentiating the beauty brand from its competition by leaps and bounds, leading to high volume sales. If medically trained professionals universally recommend such a product to their patients, it goes without saying it must indeed be special. Everyone knows they’ve studied for years to learn the optimal ways to maintain glowing, healthy skin. Dermatologists are trained experts in the skincare field. We knew this endorsement had value and heavily featured the message later on in their ad. Of course, we later used this in the commercial, paired with a dermatologist recommendation. As you will recall, we at Script to Screen discouraged the company from opening the ad with an art gallery scene that didn’t address their customer’s problems. The next example has to do with the beauty brand we discussed earlier. And as we have seen throughout this book, trust is the key to sales. How this occurs in reality is muddy however, the idea that users offer opinions without a financial stake in a company has earned the public’s trust in the review-based economy model. Unlike a company representative incentivized to convince you to buy their product or service, the idea is that this “person on the street” is giving you the truth. Though not executed perfectly by any means, the crowd-sourced element behind these reviews is that regular people, with no skin in the game, offer unbiased reviews about their experience to others who may be considering using a potential business’ services. However, review-based sites, such as Yelp, work so well because of their presumed objectivity. It seems to fly in the face of Yelp’s whole model that a reviewer would offer anything less than a subjective opinion. The word “objective” in the previous sentence is worth examining. Bottom line: Reviews minimize a customer’s fear of making the wrong decision. The more money on the line, the more this is true. The fact is, no one likes to make a bad purchase and lose money. Sure, they may not be as major as getting an arm chewed off by a hungry lion, but they can have grave implications. Additionally, when it comes to money, the stakes are always high. ![]() Monetary decisions, in particular, tend to lead to group conformity for the same reason our ancestors were reluctant to go it alone: Doing so can lead to mistakes and harm. Nowadays, most of us don’t face such dire risks, yet the mentality persists. If a predator, such as a lion, came upon a band of humans, stepping out of the pack - doing something independent and risky - could lead to injury or death. Such mentality goes back to when our ancestors lived in the wild. Why is this the case? As social creatures, human beings tend to follow the herd. The thinking goes: If many others have already used this product and liked the experience, surely it’s wiser to heed their recommendations (or warnings, as the case may be), before making my own buying decisions. Similarly, multiple Amazon 5-star reviews can earn the trust of a potential buyer. ![]()
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