Every month I learn new things about marketing which I share with you. Recently Google sent me info. On a recent trend – the avoidance of surprise.

Radio Hed Logo 2For many people, experiences are more important to them than things. And today, they can and do prepare for those experiences to avoid surprises. Whether you think this is a good or bad thing, it’s a thing.

How can our client’s commercials help them prepare for experiences? By engaging their imaginations.

Create interest

Examples: people are increasingly searching “menus.” Describe an enticing entrée then send diners to the client’s site for more. There, they could opt-in for a discount, free dessert, drink, or a secret recipe.

If the client has a “best” rating, talk about the reasons why.

If your client is a tourist destination or entertainment venue, describe what the experience will be like, and why (if so) it’s listed as a “must visit” in your town.

Build stories around the products, services, and results a buyer would experience from your client.

Build confidence

People are searching for wait times. Use your commercial to talk about best times to visit. Talk about the maps, guides, agendas, and events listed on the client’s web site.

List items to bring, what to wear, appropriate ages.

Describe how comfortable they’ll feel with this information before they visit your client.

Rebut potential objections and answer potential questions. Make your commercials a series of FAQs.

Explain affordability

Describe any specials, sales, discounts, free services, perks, ways to save, how to be a well-informed shopper.

The more you help your client’s potential visitors, shoppers, buyers, or participants prepare for the experience, the greater their comfort level will be and the more trust you build. Then, buyers’ surprises will only be the good ones.

Jeffrey Hedquist was interviewed by RAB’s President and CEO Erica Farber. You can listen here for gems to share with your clients.