Here are two stories:
1) Last week, in the grocery store self-checkout lane, I ended up needing to ask the attendant for their help, as my groceries weren’t registering as being in the bagging area. Over and over again, I’d scan an item, set it down on the other side, and the screen would tell me to place it in the bagging area. Eventually, I realized I was doing it backward and was taking items from the bagging area and placing them on the tray for unscanned items. I laughed at my own ridiculousness and left the store feeling somewhat embarrassed.
2) Last week, in the grocery store self-checkout lane, I scanned each item correctly, placed them in the correct area, and successfully paid without any hiccups in the process at all. In fact, as I left, the attendant complimented me on my professional-grade bagging.
Which story feels more true to you? Which one is more likely to have happened?
My guess is the first story just seems more accurate, even though the second one doesn’t include anything impossible.
Why?
Because self-deprecation sounds more honest, because who would lie about something embarrassing? As Peter Sandman once put it, “admissions against interest” build credibility.
And, for the record, the first story is true and the second one is definitely not. But you already knew that. You could feel it.
Now, what’s the marketing angle? Well, just remember this:
Sometimes, when you want to build credibility, you might want to say something a little vulnerable, embarrassing, or self-deprecating.
Something like, “Our services might take a little while to deliver, but we never miss a deadline and we’ll always come in on budget.”
Or, “Our latest product isn’t what you’re expecting (you might even find it strange), but once you give it a try you’ll understand what makes it special.”
Notice how much more credible those sound than, “Our services are the best in the business, and we’ll never let you down.”
Or, “Our latest product is the one thing you’ve always been looking for.”
Even if that were true, it doesn’t sound as true as the admissions against interest.
This isn’t a technique or tactic to use arbitrarily, and you don’t need to invent problems just to be self-deprecating.
But if there’s something about your business that doesn’t sound ideal, but allows you to provide something that is, the move might be to just... say it.
Say it plainly, a little playfully, and, most of all, honestly.
And you’re more likely to be believed than if you say everything’s perfect.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.