5 Ways to Appeal to Undecided Audiences

In any situation, there will be many audience members who are torn between your brand and a competitor. In these situations, any number of small things could ultimately be what decides which way they swing. 

What’s difficult is that it can feel like more ingrained elements of your brand are what ultimately decide this. The way that you price yourself, your tone of voice, the reviews left by your previous customers – these are difficult things to change on the fly, but it’s still worth knowing what makes this kind of difference.

1 . Low Prices, Hidden Costs?

While to many people, the idea of low prices can be the most important thing about a brand, not everyone will be so happy to take that at face value. Some might instead feel as though this represents a hidden cost – more specifically, when it comes to the quality of the product or service. If it’s only slightly cheaper, this might not be the case. However, if you’ve gone through lengths to make your brand appear as the low-cost alternative in your industry, this might come at a cost to the perception of what you offer, even when you feel as though that might not necessarily be true. That means that you have to be careful about how you market this aspect of yourself.

2. Quality Testimonials

It’s also difficult to understate how much of a difference good user reviews can make to a brand. Having a neutral third-party vouch for your brand is useful for an undecided customer because it means that they have some information about your brand that isn’t coming directly from your marketing. In other words, they can trust it as being more neutral and objective. While this amount of pressure might have you worrying about ensuring all of your reviews are positive, it’s important to think instead about sample size and how the overall aggregate is important. Even when negative reviews do arise, learning how to reply to them gratefully and thoughtfully can help improve your brand’s professional appearance.

3. The Marketing Edge

That’s not to say that your marketing will be completely redundant, however. In fact, people aren’t going to learn about your brand if it wasn’t for that – even if it’s through a form of marketing that they weren’t as aware of, such as SEO. That being said, all of the marketing that a given audience member sees about your brand will all feed into their perception of you. If you’ve gone to lengths throughout your various marketing campaigns to appear a certain way – to develop a certain tone of voice – that could be something that deeply resonates with a given audience member, and it might ultimately be what turns them into a customer.

4. Safe and Sound

Knowing that your business can be trusted might ultimately come down to what they don’t hear – in other words, big leaks and breaches, as far as your security is concerned might turn people away before they’ve even properly considered you. If you take the time to research robust security systems like MDR, which can consistently monitor your business for weakness, you can learn how you can protect yourself for the sake of your brand reputation. Once you’ve taken these steps and you’re confident in the fact of your security, you can even begin to use it as a selling point – though it’s important that you’re confident in your defenses before you do this for the sake of avoiding future issues.

5. External Values

There could arise a situation where you’re completely deadlocked with your competitor in every regard when it comes to how an audience member is weighing you up. In that situation, your values outside of your services could end up giving you the edge. For example, if audience members are trying to ensure that they’re opting for brands which are having the least negative (or most positive) environmental impact, seeing that you’re committed to putting some of your money towards environmental causes could be what convinces them to opt for you instead. In some cases, customers might find that this makes you even worth paying a slightly higher price for.