Authentic Product and Service Descriptions

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Alternatively, you can take things up a notch with behind-the-scenes content.

For a great example, check out the Atoms Instagram page. You’ll see that the brand is very vocal about its humble origins, showing how its first lasts were made and how the founders had people come to a basement space to check out samples and discuss collaborations. This approach may not be every organization’s first choice. However, it does an exceptional job of differentiating Atoms from its competitors — particularly from huge brands that release dozens of new products every week without having the slightest clue about who those products are made by and how consumers interact with them in the real world.



Finally, as you endeavor to humanize your brand by spotlighting your team, don’t forget that you can effectively combine this strategy with content marketing and get great results.

In 2022, Edelman discovered that 58% of young consumers find brand technical experts the most credible brand spokespeople. So, by pointing out who your content was written by, like Eachnight did in its Best Adjustable Beds of 2023 blog post, you can drive brand credibility and more. Adopting this tactic can also ensure that your organization is an approachable authority consumers can trust to have their best interest at heart.



One of the biggest mistakes businesses make when trying to convert customers is presenting their products in an ideal light.

Sure, guaranteeing that your audience understands the value offered by your solutions is crucial for making sales. But if you want your organization to be long-lived, you also need to prioritize converting customers who are a good fit for your business. That way, you’ll be able to deliver a top-notch customer experience, boost customer loyalty, and maximize your customer lifetime value.

With this in mind, you must practice complete authenticity cameroon cell phone number database when composing product and service descriptions. And that authenticity should include all aspects of being a human-led brand, including any potential shortcomings. In other words, don’t attempt to present your solution as the only possible answer to a customer pain point. Instead, do your best to point out who will benefit the most.

Furthermore, do your best to employ user-generated content on product pages — especially considering that 60% of consumers see UGC as the most authentic content format.

For instance, check out the People from Lang explainer video. You’ll notice that it’s entirely made from customer-submitted clips. They’re not just describing the value they got from the brand’s service. More importantly, they are also showing the knowledge they acquired thanks to the BaseLang immersion program, along with their personal learning strategies and their struggles.



Finally, don’t hesitate to show your solutions in action. By doing your best to exhibit how your products and services work in the real world, you’ll make it much easier for your target audience to recognize the value they offer and decide if they’re the right fit for their needs.

A business that does this superbly is GetSafe. Knowing that its audience may not have a complete understanding of medical wearables, the brand includes three examples of genuine emergency calls on its Medical Alert Systems product page, ensuring that web visitors fully understand that investing in this solution comes with human-operated support as its most advantageous feature.