A recent article at RetailCustomerExperience.com caught my attention. It reported that the vast majority of respondents said they would prefer to buy organic or all-natural products if priced in line with other goods. There was one caveat: consumers, inundated with claims about products that are supposedly all-natural or organic have grown skeptical.
Smart shoppers in this survey understood the difference between the labels “organic” and “all natural.” They also understand when there are claims made about products that profess to be organic or natural and really aren’t.
“Consumers are smart and getting smarter, especially in this economy,” said Pavone president Michael Pavone. “They’ve been inundated with products claiming to be all natural or organic, so they’re naturally skeptical. It’s up to manufacturers to explain very clearly why their product meets certain criteria and why consumers should believe it.”
This is true of any product or service. It goes back to proof of performance. Most people no longer take claims at face value. They want to see proof that what you’re telling them is true. “Your #1 solution for laptop computers.” Really? Says who? “The largest selection online.” You’re kidding, right? You actually went to every website that sells what you sell and counted all the items they sell?
Erroneous or exaggerated claims lend a hypish flare to your copy and result in lack of trust. Making claims that can’t be substantiated is as bad as using exclamation points after every sentence.
If you can’t back it up, chances are you’d be better off to leave the claim out.
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