Companies that can quickly and efficiently prove the value of their offer have an advantage over competitors who stop at declarations. We explain what reason to believe is and how to use it in marketing communications.
According to the average person’s attention span dropped from 12 seconds in 2000 to 8 seconds fifteen years later. The average homo sapiens is worse in this respect than a goldfish – a popular experimental species. One of the main reasons for this state of affairs is information overstimulation. This fact should interest not only psychologists, but also marketing specialists – because it is crucial for the methods of winning the consumer’s favor.
Building a brand image and designing sales take telegram advertising service communication largely comes down to competing for the audience’s attention. If the message is not convincing, it will not reach the customer’s consciousness or will quickly evaporate from it. For the message to reach its destination and bring an effect, it must be credible. In other words, the customer must have a reason to take the offer seriously and consider it worth exploring. Marketing language describes this rather intuitive relationship as reason to believe – in short RTB.
Reason to believe – promises backed by evidence
Offline and online advertising is everywhere. In most cases, we react to it with indifference or irritation. In addition to a sense of satiety, this is due to distrust of the promises made by companies. This is understandable: marketing messages are listed above and you’ll hit based on idealized visions. Most consumers are aware of this and take persuasion with a pinch of salt.
Cosmetic brands entice with the promise of shiny, smooth skin, dietary supplement manufacturers assure about the health-promoting effects of colorful pills, IT companies convince about their innovativeness, and investment platforms lure with the prospect of multiplying capital. Such messages have a limited impact on the recipient. Their effectiveness can be increased by means of an attractive form, but ultimately the success of the campaign depends on reason to believe – a reason to believe in the brand’s promise.
RTB in practice – how to create an effective reason to believe?
Before becoming a customer, a consumer usually has to be convinced that the brand offers them real value, not a pig in a pretty poke. Declarations cell p data alone may not be enough. Additional arguments and actions are needed. There are many ways to use RTB in marketing.
