Inclusion and Marketing 151. Converting through case studies: How to infuse inclusion for more effectiveness
Consumers want to reduce their risk as much as possible when making a purchase. And that desire increases exponentially when it comes to a product that not only has a higher ticket price, but has a greater possibility of being a hassle to make things right if the product doesn’t work out the way they’d hoped.
That's why case studies work so well -- they help eliminate risk in the minds of consumers.
The stakes are higher for people from underrepresented and underserved communities. Data shows that for a variety of reasons, they don't achieve success at the same rates. As such, have greater assurances that the product they seek has been shown to work for "people like them," increases their likelihood of conversion.
This episode walks you through how to increase the effectiveness of your case studies, by making them more inclusive.
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