If you’re thinking of associating your product with a celebrity because it will make it more desirable in the minds of the average consumer, you might want to think again. Studies are showing real people sell more product than stylized ones.
Relatability Matters
Defined as “easy to understand and feel connected to,” the concept of relatability has exceptional power in marketing. Yes, traditional wisdom says linking your product to a celebrity lends it an aura of desirability. However, these days, this can backfire. It could actually make a shopper think the product isn’t for them. In this age of social media and consumer control, famous faces don’t hold the sway they used to. Today’s buyers are more likely to be influenced by someone with whom they have similar characteristics—someone to whom they can easily relate.
Relevance and Information
Consumers are bombarded with marketing messages from the moment they wake up in the morning until they fall asleep at night. Ads are just about everywhere—they’re even embedded in seemingly benign content such as an article like this one. As a result of this, people have become numb to old-school methods. A far better technique is to find a way to make your product relevant to the lives of the shopper you want to reach and giving them the information, they need to make a knowledgeable decision. You’re far more likely to accomplish this with an honest approach and demonstrating how your product can improve their life. Trying to convince them your merchandise is great because somebody famous is holding it is setting yourself up for a fail.
Entrepreneurs are the New Rock Stars
It’s been proven time and again; a compelling story holds a lot more sway. Who better to tell the story of the origin of a product than the person selling it? If you sell beauty products from home, you’re much better off telling the story of how and why you decided to go into the business, then you are getting a famous face to talk about why they use the product. People are sophisticated enough to know that famous face is touting the product because they are being paid to do so.
The Power of Social Proof
Testimonials from satisfied customers have been proven to move shoppers to conversion. The idea that someone like them bought this product and had success with it makes them more willing to give it a try. Known as social proof, the logic goes; “If it worked for somebody who looks like me, it will probably work for me too.” In a similar fashion, people are enticed to check out a nightclub because of the line of people standing out front to get in. The perception is if that many people who look like them want to get into the place, maybe they should too.
Real is the New Normal
Even a cursory glance at the hottest new fashion models of 2018 reveals a shift in the paradigm toward more authentic faces. Exoticism has fallen by the wayside. In its place has emerged models that look as if they could literally be the people next door. They are still attractive—yes. But they look more like people you know. Real has become the new normal.
Trust is a Must
Keeping this in mind as you develop the content and product photography for your site will help you come across as relevant, engaged and most of all—sincere. Trust is a key factor when it comes to converting shoppers into buyers, which is yet another reason real people sell more product.
Speak Your Mind