Since advertising is about making an impression on customers, why would sincerity matter? The answer is found in the fact that advertising is also directly connected your company image. Your company image directly relates to whether or not customers decide to buy from you. For this reason, sincerity is very important in ads if you wish to hold onto and gain customers.
Companies lose credibility with insincere ads.
For example, Red Lobster suggests that its chain began in Maine, but this is rather unbelievable for the inhabitants of Maine who have to drive to Connecticut for the nearest Red Lobster. McDonald’s poster printing and commercials “I’m Lovin It” has created some bad feelings from some who don’t believe that anyone other than children love McDonald’s. One auto insurance featured Iggy Pop in their ads but will not insure people in the entertainment industry because of their high risk driving records. What were these companies thinking?
The problem with stretching the truth in poster printing, TV and radio ads, and any other advertising medium is that people don’t want to be made fools of. Customers would rather hear a sincere but less flattering ad than an exaggeration of the truth.
Play up your strengths instead of trying to be something you are not.
McDonald’s does have affordable food. They would do better to advertise that than fabulous food that everybody loves. Red Lobster serves a great lobster in regions of the country that rarely see the sea. This is a strength that customers can believe. And why in the world would Swiftcover use a famous musician in their ads if they were planning on turning down every musician that applied for their insurance?
Consistent long term advertising is key to creating a trustworthy image.
Sincerity in one commercial is not enough to build trust. It takes many ads with consistent sincerity. Your style and format should remain consistent. If you begin your poster printing with a serious tone, then your radio ads to follow should be serious as well. If you suddenly lighten the tone, then customers will lose trust in your image.
Use photographs and graphics that support your message.
If the images in your ads confuse your customers, then you need to choose different images. Even your graphics add or take away credibility. Make it believable with a sincere image.
People like to see ads with people they can relate to.
Make your ads more credible by placing everyday people on your poster printing and TV ads. Moms, dads, and grandparents are people that we all understand and will listen to.
Sincerity is not hard to accomplish if you are confident in your business. Just remember to play up your specialty areas. Don’t try to advertise outrageous promises that no one will believe. You may make yourself memorable but not in a way that brings in the customers.
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