Unfortunately there are many disappointing products available, creating a growing mistrust for many consumers across different markets. Worst, the influx of information through ads and other marketing tactics has backfired against different establishments.

Instead of helping customers learn more about the product, it created confusion and (worst) skepticism. Companies creating exaggerated buzz such as “cutting your weight in 1 week without effort “give branding a bad name.

So how do we sidestep these problems and connect to wary customers?

The first rule: always remember your main objective is to lower their resistance. Hopefully, you get them to listen to your pitch, correct their apprehensions, and encourage purchase.

Under promise, Over Deliver

If you think humility is not in the glossary of branding, think again. Whether in life or business, bragging leads to trouble. If possible, never ever break your promises.

What I’m saying is do not exaggerate your product attributes. If you can’t do it, don’t claim it. Don’t give false hopes and offer solution to problems you cannot solve.

The upside of under promising to your customers is DELIGHT. Imagine a customer buying a particular digital camera expecting only good quality pictures but later on find out there’s something more like better warranty, free photography lessons, or some freebies. This will surely make your customers more than happy!

Avoid using words like “perfect”, “flawless”, or “most” so you can minimize very high expectations among your customers.

Keep it Personal

While you cannot find a single company developing different marketing plans for each person, it is still possible to create relevant, personalize marketing campaigns.

The open secret is called market segmentation. A market segment is a group of people sharing same demographics and sentiments over a particular product or service. For instance, there is a group called baby boomers or people born during the post-World War II period. Another interesting segment is called Generation X or babies born between 1963 and 1978. Though there are differences in culture and exposure, each generation or market segment has something in common. It's up to you to find it!

Segmenting your market is very important. As Dicky Fox (in the movie Jerry Maguire) used to say, “Unless you love everybody, you can’t sell to anybody”. Make that a guiding thought in crafting your marketing campaigns.

To counter cynicism you must learn to develop a strong appeal, tailored fit to specific segments to serve their current needs and wants. Before you embark on this tuf, take time to learn more about your target customers.