Pseudo-lifehacks. Tricks that don't work
Juggling with words and pictures, advertising a low-quality product that consumers don't need, is a way to nowhere. Good business is built on trust and working ‘for the future’. A modern entrepreneur can afford to be honest in advertising. Manipulation is ineffective and damaging to reputation, managers of Halla Systems company say. It is important not only to offer a quality product, but also to communicate properly with your audience, using relevant and ethical approaches.
Let's say right away: don't try to anticipate and guess which adverts ‘work’. Act. Launch advertising campaigns, test different variants and channels of promotion, analyse. Change slogans, banners, offers. Anything that doesn't work, change it - rely on numbers, not speculation. Advertising tricks that were effective yesterday may be distrusted today. Which ones no longer work and often have the opposite effect? Let's get to the bottom of it.
1. Blacked out prices
Once upon a time, this trick worked. Spotify's research showed: the customer understands when there is a play on contrast instead of a real reduction. Especially if ‘discount’ is a constant attribute of the advert. If the price is discounted, show why. It could be a seasonal sale, liquidation of an old model or a special offer. Honesty and clarity always inspire more trust than artificial play with numbers.
2. Customer company logos are not credible
It used to be fashionable to post testimonials of famous clients on a website, highlighting company logos. Today, it almost doesn't work. Why? People don't see it as a real proof of quality. They believe testimonials, media articles, case studies, real stories. This is how social proof works.
3. CTA proclamations
Clarity is more important than style. Benefit words in calls to action lose out to simple, straightforward call-to-action words. ‘Try it,’ “Get access,” “Sign up” works better than “Pick up a skill” or ’Walk the path.’ The latter sounds weird. Overly complex or abstract wording can be confusing and, as a result, may not prompt action.
4. Fake shortages and stopwatches
Halla Systems dropshipping experts advise against playing drama every day. Calls such as ‘3 products left’, ‘Until the end of the promotion - 02:14:57’ - are more annoying than motivating. People are used to such advertising ‘tricks’ and perceive them as trivial tricks. Especially if a week after the start of the campaign the same timer is still ‘rushing’. This approach today is perceived as an imposition rather than an incentive to action. People don't want to be pressured. They want to choose. Calmly. Consciously.
Respectful and unobtrusive messages like, ‘The offer is limited, but you still have time’ or ‘We will remind you one day before the end of the promotion’ work better.
5. Free, but not really
The word ‘free’ catches the eye. But if it hides a subscription with autopayment, a second paid part or ‘conditional’ registration, disappointment is inevitable. The user leaves - and does not come back. And the reason is not because the service is too expensive, but because expectations were deceived. People appreciate transparency, even if they are not ready to pay at the moment.
6. Intrusive chatbots
A pop-up in the bottom corner of the screen with the phrase, ‘Hi, can I help you? We're online!’ - is annoying if it appears a couple of seconds after you log in. Especially if the bot can't respond and offers no real help. People want support, but not in the form of intrusive pressure. Make the bot genuinely helpful or offer help later without interfering with exploring the site.
7. ‘Before - after’ with exaggerated results
Users have learnt to recognise fake photos and reviews. Instead, you should emphasise real success stories and expert content.
Photos with miraculous transformations, ‘been-there-done-that’ style magic are no longer enthralling. People have learnt to recognise a fake: light, angle, filters, retouching - everything is readable. Especially if the result looks too good to be true. What works instead? Real stories. Show not only the final result, but also the process, challenges or features. This will give buyers a realistic view of the product.
8. Fake ‘expertise’
When a brand refers to non-existent studies or adds phrases like ‘recommended by experts’ without specifying who or where, it creates distrust. If there is no reference to a real study or the opinion of a well-known expert, it's empty words. Provide specific references to real studies, quote well-known experts. Better one authoritative expert with a live quote than faceless ‘our analysts’.
Pseudo-lifhacks and the online market in South Korea
The South Korean market is characterised by high demands for quality as well as attention to detail and innovation. Local consumers are accustomed to high levels of service and accurate communication.
Halla Systems Co. Ltd helps partners and customers to effectively adapt their advertising strategies. We understand the local mentality, know the habits and expectations of consumers, take into account the requirements and know the legislation of the country. Halla Systems specialists will make your advertising not only relevant, but also in demand in South Korea. Together, we'll create a strategy that works based on a deep understanding of the local culture and the needs of your target audience.