“You can trust us to do the job for you.”
According to a 2006 study, those are the 10 magic words that need to be at the bottom of every ad. Not “fair”, “quality” ,”competency”… [thanks to NeuroMarketing for bringing this study forward again.]
Why would that be? Can saying it make it so? When you live in a world where the next choice is a click away, perhaps. It comes down to being good for your word, when you tell others you can be trusted, you are setting the benchmark for expectations — trust is yours to lose.
Do people trust you on a face level? It’s time to do a 360 and find out.
Original 2006 study: On the Potential for Advertising to Facilitate Trust in the Advertised Brand by Fuan Li and Paul W. Miniard. Summarized data can be found in About Face by Dan Hill.