Unboxing: treatment of pathological distrust of consumers to advertising

People are terribly distrustful: fear of everything uncharted at the root of human nature, and this does not change, even if the target audience understands that your product can help solve real problems, they will find a thousand reasons not to use it: “too expensive”, “incredibly cheap”, “difficult”, “unclear”, “not working,” etc. This list can be continued, but there is a solution to the problem, which at times calms the alarm of consumers.

Master of copywriting, Joanna Wiebe illustrated the essence of the problem by the example of the text of a typical news subscription button on the site. She says that every button is a kind of door. Will you open it without knowing where it leads? I doubt it. So what kind of reaction do you expect from site visitors? It is logical that they “will not open the door” until they find out what is waiting for them.
The truth is this: a person does not believe in anything until he touches it, sees it with his own eyes. And now transfer this principle to your marketing. How? About this later in the article.

Why does not the customer believe in your product?

Mistrust of the consumer is the basis from which the development of any advertising campaign begins. A skeptical attitude to everything new is a natural reaction. So do not be surprised that your target audience does not believe in your sincere stories about the benefits and effectiveness of the product.

Common causes of distrust:

  • fear of the unknown;
  • fear of being deceived (also known as sagrophobia);
  • ignorance of the characteristics of the product;
  • little-known company;
  • the value of the proposal is not disclosed;
  • bad reviews;
  • an overabundance of information.

The key to the solution is clear. If people know what to expect, they are much more willing to follow the links and turn from a simple visit to a client.

How to win the trust of the target audience?

Anboxing: a cure for excessive mistrust

Wikipedia reads:

Anboxing is the most popular type of video review, recorded in video or photography, the process of unpacking a new product, usually from the field of consumer electronics or digital technologies.

In recent years, YouTube has seen a sharp increase in the popularity of video on the unpacking of goods.


Google Trends graph shows the dynamics of the growth in the number of requests for unboxing

The secret of success in their simplicity and clarity: you are watching how a person like you unpacks the received parcel and comments on the first impression. On such videos show the product as it is, without excess gloss and retouch, only the truth, whatever it was.

Today, a quick search on YouTube for “unboxing” produces more than 66 million results.

An interesting fact: every fifth customer watched a video about the unpacking of goods.

Psychological features of the phenomenon of “video anchoring”

Tess Barker, a well-known comedian, and writer, in the article “Behind the scenes video about the unpacking of goods: consumer psychology” compared anboxing with porn. It sounds defiant, but the comparison completely reveals the true reasons for the popularity of such videos.

So why do we like watching the work of others so much?

The whole thing is, in particular, the human psyche. Our brain is equipped with nerve cells of a special kind – “mirror neurons”.

Mirror neurons (English neuroni specchio) are neurons of the brain that are excited both in the performance of a certain action, and in monitoring the performance of this action by another person.

In other words, watching someone else unpacking a product, you unconsciously identify yourself with that person. You feel the same excitement of anticipation of something new, the joy and disappointment of the person who is considering the parcel. In the end, this creates the effect that it’s not him, but you just received the parcel and unpacked it.

The most interesting thing is that the feelings of self-unpacking would be completely identical to those obtained when viewing anboxing video.

This principle can be used much more widely, and first of all, it will be useful to the marketer.

The tactics of anboxing in email marketing

Showing your product to potential customers is one of the easiest ways to reduce the time for thinking about buying and moving to the very act of buying a product. This technique can be used in newsletters, letters about updates and other types of email messages.

How to determine the effectiveness of email marketing read here.

Let us turn to concrete examples.

The Dollar Shave Club

Marketers of the Dollar Shave Club, the shaving machine delivery service, use in their letters to customers the photo of the packaging and the goods that they can receive.


This message is part of a series of letters sent to people who viewed a particular product but never decided to buy it.

What did frighten the client? Workers Dollar Shave Club believe that this is primarily fear of the unknown.

The study Statista the reasons for the refusal of buyers from purchases in online stores showed that uncertainty as the reason for refusing to buy a product is only the 5th on the list. Although, compared with 2016, the percentage of “insecure customers” has grown significantly.

So how to win consumer confidence? The decision of the Dollar Shave Club – maximum clarity.

Elevate: product visualization first of all

Elevate is a program for the training of the mind, the purpose of which is the development of the ability to concentrate, oratorical abilities, the speed of thinking, memory, mathematical skills, etc.

Agree, visualize the program in words to the person who did not use it – the task is not easy (and what to say if it is paid).

That’s why to elevate in most every one of its mailings uses screenshots of the application.

One of these letters you see below. It used screenshots of updates that were made in the program. This gives the user a complete idea of what awaits him when he next decides to pump his mind.


Now think about the cumulative effect of “unpacking” new features of your favorite application in each such letter. The reception is significantly different from a simple explanation in the style of “how it works.”

Even more, ways to win the trust of customers in article.

The result

It is not so difficult to win the trust of the target audience. The main thing is not to feed people with empty promises, but to be as honest as possible and visualize what you are talking about.
Questions about the introduction of technology into your marketing? Let us know in the comments.

     Unboxing: treatment of pathological distrust of consumers to advertising


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