Today, in contrast, with the click of a mouse you can Google something, and find blog posts upon blog posts answering every question.
Too Much Information Cluttering Up Our Minds
Today the challenge, however, is not a scarcity of information. Rather, it is information superabundance. There's a lot of information on the Internet, but a lot of that information is bad, wrong, salesey. The poor consumer or Internet searcher is confronted with too much information and not enough knowledge.
Whom should I trust? How do I know you are the expert you say you are? And are you just trying to sell me something?
Today's Marketing Motivator task is to think about information clutter from the perspective of your customer. Questions to ask yourself, include:
- What are the burning questions of your customers as revealed by their search keywords?
- When they search for them, what do they find?
- How can they distinguish the scoundrels from the honest folk?
- Whom should they trust?
Trust Indicators and Information Clutter
Amidst the clutter of the Internet, what "trust indicators" are you sending out via your website, your blog, and your social media that you (and your company) are someone:
- Who knows what he or she is talking about?
- Who isn't just a salesperson?
- Who can be trusted, as a reliable expert?