Here is a great article by Ruth Sheldon, a writer we just adore over here at Visible Shops. The article gets down to the very practical question (and answers) as to what kinds of ads and offers build credibility in a hype saturated medium.
Benefits Revisited in the Age of Hype : Ruth K. Sheldon : Target Marketing:
With the deluge of me-too messages promising to help us save time, look younger, make a pile of money, boost our sex appeal, etc., benefit claims must be credible to be effective. The following are a few techniques marketers are using now to make their product benefits sound more believable and give their promotions more traction.
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