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What? This seems crazy, right? Why would we want to make our marketing less personal when we are trying to bond and build trust with our audience?

Let me see how I can best break this down.

A very wise copywriter once told me that the two most powerful words in advertising are “Yeah Right”! It’s our job as a marketer to dispel that “Yeah Right” feeling a prospect gets when they see what we have to offer. If an offer seems too good to be true... it usually is.

People immediately think, “What’s the catch?”

This same concept is holding true more and more as the world is exposed to so much content and information. The internet is full of savvy buyers so the walls are up and while people try to cut through the “bs” if you can depersonalize to bring legitimacy to your offer, you will actually be ahead of the game.

A perfect example of depersonalizing in the hopes of creating a more trustworthy relationship through your content is in email marketing or re-targeting. The use of people’s names in an email while for a long time is said to increase conversions is actually now a sign of “Yeah Right!” People know they are not the only ones getting that email so by using their name it’s only leaving room to insult their intelligence.

You don’t know them personally so don’t pretend to.

What is becoming more respectable is showing them you truly understand them and what they want.

So straightforward marketing that offers value and answers to what someone is looking for is best. Once you develop a real relationship with a client or they are a repeat customer multiple times over then and only then is it time to revisit personalization in this way.

Keep it honest, you will win.

- EB

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