Factual Reassurance Is What People Want Today
Over the past several years Brain Surgery’s research has revealed a trend among the various audiences that have participated in surveys. That trend is to have “just the facts” in a reassuring tone that is “about me and not the company” from marketers.
This quest for the facts without any color is an increasing need, customers and prospects have grown tired of marketing and sales bravado so much so that they are hungry for the facts. They want to make intelligent buying decisions and believe that it is the company’s responsibility to arm them with the right information delivered in the right way.
The right way is to feel reassured versus sold, which means that the customer does not want “over the top” language. Rather, they would prefer language in selling and marketing messages that helps them, reassures them, and makes them feel the company is more interested in their problems or issues.