Holicent
VIP Contributor
There are three things that every business owner needs to know - what customers like, what they dislike and what they expect. The good news is that customers want businesses to get it right. They want to be treated with respect and for their needs to be met. This is a fairly safe assumption because if you don't provide this service, your competitors will.
In a study I conducted last year, I asked a group of consumers to read descriptions of businesses and judge whether they were sincere or fake. Sincerity was defined as “honesty and authenticity.” The participants judged sincerity by the descriptions of each business’s mission statement, brand identity, social media presence and promotional materials. They also gave feedback on how sincere they thought the businesses were across a range of attributes from their website to their products. The results were striking: Consistently, across all these measures and attributes, consumers judged those who seemed more sincere as better brands than those who were perceived as less so.
And this was true even when participants didn’t actually know what sincere meant
But what do customers really like? Do they prefer sincerity in business? The answer may surprise you read more
In a study I conducted last year, I asked a group of consumers to read descriptions of businesses and judge whether they were sincere or fake. Sincerity was defined as “honesty and authenticity.” The participants judged sincerity by the descriptions of each business’s mission statement, brand identity, social media presence and promotional materials. They also gave feedback on how sincere they thought the businesses were across a range of attributes from their website to their products. The results were striking: Consistently, across all these measures and attributes, consumers judged those who seemed more sincere as better brands than those who were perceived as less so.
And this was true even when participants didn’t actually know what sincere meant
But what do customers really like? Do they prefer sincerity in business? The answer may surprise you read more