Without Narrative Control Amazing Offers Suffer
When a potential shopper is evaluating there are 4 types of thoughts going through their minds:
1: “Too good to be true”
4: Do Nothing
As marketers, our job is to successfully address all 4 thoughts.
In this example, we’ll look at the “Too good to be true” scenario.
On CNN.com I saw this giant top of homepage banner (translation: it’s super expensive):
On click I was taken to this landing page:
77% off is an incredible deal (see headline). 30% of the people on this page will see this ad and say:
“Hey, that’s amazing. I’m so happy I clicked the ad”.
70% would say:
“I don’t buy it”
If the page also included a message to explain a little about how they achieve this 77% saving it would have an incredible impact on the skeptical shoppers:
I agree with you Rishi. I overlook these type of ads with huge percentage off sale messages. I think these are fake. In retail advertisements, we are bombarded with 50% off, 60% off – and most of the public assumes the items were marked up too much to begin with.
So the ad would need to tell me WHY and HOW the discount is there. And it needs to tell me quickly or I would not want to read farther to find out.Reply
Bingo. You’re exactly right.Reply
I agree that explaining would definitely help as I sort of see it as a too good to be true.Reply
Exactly. As marketers, we sometimes assume “bigger discounts are always better”. But, at some point, even if genuine, the offer becomes so good it gets into “too good to be true” territory. And that can be dangerous without a convincing explanation.Reply