Consumers are fantastic. They support our brands by choosing them at the point of purchase over the hundreds of other brands out there.
But consumers can do more than choose which brands to buy. Consumers are better than experts. Not simply an individual consumer, but consumers in aggregate can be better than some experts. The Wisdom of Crowds gave an example of a large group estimating the weight of an Ox, and the average guess was accurate to within 1% of the Ox’s actual weight.
Hypothesis – Can consumers write better marketing copy?
We wondered if consumers were better at writing product descriptions than the brand owners themselves.
To test our hypothesis, we reviewed Bourbons and other American whiskies product descriptions against how consumers actually describe them in online posts and product reviews. In total, we reviewed 25,000 consumers’ descriptions across the category.
Our methodology allowed us to identify what words were motivating and which words were not motivating. We were also able to switch in alternative words that consumers had used themselves.
For example, the flavour of “toffee” had been used by the brand, but in all 25,000 examples from consumers we reviewed, consumers rarely used the word “toffee” as a descriptor with that product. We highlighted “toffee” as being an underperforming word. Furthermore, we saw that consumers described the description that “toffee” was alluding to as “caramel”, which was used by consumers 10 times more often, and therefore assumed to be motivating.
We had to be sure so we asked Bill Harte of Innovation Consultancy Creating Possibilities to help understand which descriptions were more motivating to consumers: the brand -defined description or the consumer-defined description.
Bill explains the research process – “To ensure a robust scientific approach to research the impact, we undertook a Split A|B test. We recruited two identical demographic groups with 250 respondents representative of the UK population in each group and labelled them Group A and Group B. We showed 250 people in Group A the existing brand developed product description and asked them if they would buy the product. The specific question was ‘Would you buy this product?’ and their only possible answers were ‘Yes’ or ‘No’. Simultaneously, we showed the separate 250 people in Group B the consumer-defined product description and asked the same question with the same options as answers. Both groups only ever saw one description.
“The results were very clear – the consumer-defined product description was 24% more motivating than the current existing brand defined product description,” Bill explained.
Our simple methodology and cutting edge technology combined make brands more motivating to consumers.
Brands can apply this technology wherever written copy is necessary – from brand and product development to marketing content such as ad copy, social media posts, or PR.
This proof ensures the consumer-driven copy is better, ensuring your content is always relevant and motivating.
Not only is it proven to be more motivating, but the process can also be simpler than the “toing and froing” of developing copy with an agency – our technology automates the process of reviewing and distilling consumer feedback with a simple to understand interface.
Try it today
Find out how your brand’s marketing copy can be improved by up to 24% with the power of consumers by booking a call with Andy.