I was reading “The Island in the Center of The Universe,” a history book about old New York City. One particular chapter focused on the early 19th century and how merchants would sell their wares in the street or in small sheds (the precursor of stores).
At that time, all they needed to do was show their wares, tell a story about how their product was made or grown.
Quality was demonstrated, usually by offering the prospect a sample, and trust was earned. It was easy.
Fast forward to the 20th century and we moved into a telling society. We bought radio, TV and billboards advertising. Newspaper ads too. And we told the customer about the benefits and features of our product. Advertisers even exaggerated. There was really no way to “test their truth.” So advertisers just kept telling and selling.
With the advent of the digital age, everything changed. We could find out facts about products and services, read reviews, check facts and make our own decisions.
Yes, we have come full circle. We now need to tell honest and authentic stories, prove quality, give out samples (“freemiums” anyone?) and gain trust.
What story are you telling?
Funny how things work like that