Before we engage users with products, interfaces, and content, we need their trust. Trust is waning today; users disregard traditional sources of expertise and bring skepticism to even innocuous interface copy. Can you blame them? Popular media, politicians, and big-name brands are gaslighting, talking down, and talking too much about themselves.
Let’s do better: Exploring examples from insurance, consumer goods, and online education, you’ll see how the right content validates audience beliefs and life experience to move them forward. Margot will go deeper into themes she first brought to Confab last year to unpack tactics of style and tone that use vulnerability to foster trust, educate audiences—and ultimately reinvigorate brands.
Discover the key changes in diction (beyond just mirroring your audience’s vocabulary) you can make to invite users in to your brand, as champions rather than consumers.
Learn how content that asks questions, exposes process, and loses the polish can build goodwill and engender greater faith from your audience.
Gain practical examples of how—and why—to talk about mistakes, challenges, and screwups with your audience while ensuring Legal remains your biggest fan.
Presented at Confab 2019, #confab2019, by Margot Bloomstein on April 25, 2019, in lovely Minneapolis.