Today, I received an information package from an insurance company from which I might buy a policy. The opening page uses the phrase “trust us” three times, including in a headline. But why should I trust them?
• The information package uses only cheap stock pictures of anonymous, generic people including the cliché woman-wearing-telephone-headset.
• The generic message from the company president has no photo.
• The company’s address is a post office box. If it had a photo of their office, at least that would’ve added some credibility.
• Its web site has only cheap stock pictures of anonymous, generic people who, for some reason, are all smiling Caucasian folks.
• The site has a “Who we are” page and who are they? No one! There aren’t any names or photos. The site is also a bit messed up with incorrect information and bad navigation which certainly doesn’t inspire confidence.
Conclusion: Unimpressive. Low credibility. No trust generated.
Here’s the deal:
Real photography of real people is the proven number one way to generate trust with your customers. People trust authentic pictures especially editorial-style photos. Newspapers prove this every day.
Real pictures of real people will draw in your customers and give your company some instant credibility.
It’s been proven that customers will ignore stock pictures of anonymous people. It’s been proven that cheap stock pictures push customers away.
Using quality, custom photography will cost more in the short run but it’s the easiest and most economical way a company can generate trust and credibility with its customers.
