But this is where it gets really powerful. Because while your competitors are pretending they don’t want to sell anything or they’re just screaming ‘Buy! Buy! Buy!’, this ad straight out of the gate addresses reader scepticism by having a box that reads, ‘Why are we publishing this information?’ The ‘This is why’ strategy is brilliant and you should model it for your business to increase trust in your marketplace and ultimately your sales. Naturally, anyone reading anything these days is sceptical, especially online. That box first
