Cut through or get cut
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Cut through or get cut
Marketers have always placed trust on a pedestal. We treat it as the beginning, the cornerstone, the foundation everything else sits on. But the data turns that idea upside down. Trust is what you earn later, after delivery, after results, after you’ve kept your word. 93% say belief can form long before trust is ever earned.
The trouble is, forming that belief has never been more difficult. 80% of buyers say they have more information than ever, yet find it harder to know what to rely on. Abundance does not equal clarity. It creates more noise to navigate, more claims to question and more reasons to be selective. In that environment, volume drowns you out. Being credible makes you visible.
say belief can form long before trust is ever earned.
of buyers say they havemore information than ever, yet find it harder to know what to rely on.
And buyers have become pretty good at testing the difference.
Before they seriously consider you, they want to know whether the promise survives a little scrutiny.
need clear, tangible evidence of business value, not overgrown promises or distant benefits.
look for communication that’s open, honest and realistic.
want proof you’ve succeeded with organisations just like theirs.
need to see genuine expertise in your work, their industry and the people they meet.
expect easy, unblocked access to the facts and proof that matter most.
And buyers have become pretty good at testing the difference.
Before they seriously consider you, they want to know whether the promise survives a little scrutiny.
need clear, tangible evidence of business value, not overgrown promises or distant benefits.
look for communication that’s open, honest and realistic.
want proof you’ve succeeded with organisations just like theirs.
need to see genuine expertise in your work, their industry and the people they meet.
expect easy, unblocked access to the facts and proof that matter most.
How buyers test your claims
Most popular content formats
Web content
Video
Product information
Case studies, use cases and testimonials
In person events
White papers or detailed reports
How buyers are using long form content
Read the executive summary or key findings
Search for specific sections or answers
Use AI tools to summarise or interrogate the content
Use reports as reference material and revisit them over time
Most popular content formats
Web content
Video
Product information
Case studies, use cases and testimonials
In person events
White papers or detailed reports
How buyers are using long form content
Read the executive summary or key findings
Search for specific sections or answers
Use AI tools to summarise or interrogate the content
Use reports as reference material and revisit them over time
Today, buyers aren’t consuming content
They’re cross-examining it for what they need. They compare your claims with your case studies. They look for the numbers behind the promise. They test whether your expertise extends beyond a polished page. All with the help of AI and other tools, which has effectively automated scrutiny.
And how they test you changes as the decision develops. Early on, nearly half (48%) prefer to research independently, giving themselves space to form a view without feeling sold to. But as the field narrows, people become the final threshold. Buyers want to ask awkward questions, probe the risks and challenge assumptions, but when it comes to the answers they want, sometimes only a person will do.
Because eventually, there’s nowhere left for marketing to hide. No matter how much content we create or how many layers of technology sit between buyer and seller, people still need confidence in the people they may end up working with. Nearly half say direct, personal engagement is the most effective way to build confidence when bringing other stakeholders on board, while 49% value access to experts who can answer their questions. Content can get you considered. Proof can give you credibility. But human interaction is where buyers discover whether all that belief holds up in person.
Cut through at every stage and preference starts to follow.
Fail the test, and there’s always someone else waiting to take it.
Most popular content formats
How buyers are using long form content
Today, buyers aren’t consuming content, they’re cross-examining it for what they need. They compare your claims with your case studies. They look for the numbers behind the promise. They test whether your expertise extends beyond a polished page. All with the help of AI and other tools, which has, effectively automated scrutiny.
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Differentiated Ltd, Floor 2, Duke Street Studios, 10-14 Duke Street Reading, Berkshire RG1 4RU
Visit our website differentiated.co.uk
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