Tryvertising and Customer-made

The best way to gain consumer trust is to shift the seller power to the buyer. How?

The most extreme (and most effective) way is for consumers to make their own products and services. Think Subway (make your own sub), Dell (build your own computer) and write-your-own will kits. In these examples, the seller is inviting the consumer into the 'production process' and as a result reducing dependence.

Tryvertising is an intriguing term used to describe sampling as the call to action in advertising. Examples include 'visit your nearest dealer to test drive today' and 'receive your free perfume sample inside this magazine'.

By the way, I came across the terms 'customer-made' and 'tryvertising' in The Truth about Trust in Business which I have recently finished reading. The book supports the position that traditional advertising is losing its effectiveness as consumers are becoming increasingly sceptical.

"In a study conducted by Edelman in 2005, 45% of people surveyed said their most trusted information source was personal contacts, with only 4% trusting advertisements". In summary, consumers are more likely to trust other consumers than organisations.