Be Real In Your Marketing and Advertising

“So why do we often respond more favorably to “real” or “ordinary” people in print and TV ads? In large part, it’s tied to our desire for authenticity. By their sheer ordinariness, real people suggest an authentic backstory. And because they don’t look like models, we feel like they really believe in what they are selling. Yet when we see supermodels, no matter how glamorous and seductive they may be to the human eye, we intrinsically feel that whatever they claim about the product is phony. They’re not telling a story; they’re acting one.” - Martin Lindstrom, buy-ology, How Everything We Believe About Why We Buy is Wrong.