Today's consumers are more informed than ever, comparing all products and scrutinizing their components. Distrust has become a pivotal factor in purchasing decisions. So, how do we communicate with an ever more skeptical audience? Beyond mere intentions, can we still win over our audiences without triggering their distrust? We explored this question with Murfy, the appliance repair start-up aiming to replace our habit of buying new with repair or refurbished purchases.
"For me, the essential starting point is to understand the biases and preconceived notions by putting ourselves in potential users' shoes." According to Aurélie Fircowicz, Marketing Director at Murfy, it’s essential to begin by placing empathy at the heart of understanding your audience, assessing whether their initial distrust is justified or not. "The repair industry has a relatively low confidence level. There are factual reasons: fear of being ripped off, fear of high costs, or fear that the repairs won’t last." This point is fundamental: the key is to accept and address this apprehension with humility and education rather than taking offense.
A tailored offer that resolves sticking points
Once the problem is identified, it's the clarity and pragmatism of the answer that can win over the skeptics. "At Murfy, we decided to have an offer addressing each point to remove all barriers. A fixed fee of €75, a six-month warranty on repairs, and converting the €75 into a voucher for a refurbished appliance if the repair is too complex or parts too costly." Removing obstacles one by one is where the key lies. It's crucial to provide the most detailed level of information possible: don't shy away from specifying your arguments, as this legitimizes the conversation. Addressing all reservations—without claiming to have all the answers—allows the conversation to engage trustfully.
In the face of distrust, transparency is key
If the devil is in the details, it's essential to adopt a transparent approach. "Having a reliable and transparent offer is necessary," continues Aurélie Ficowicz. "We can't afford to compromise because in a domain where trust is already compromised, every misstep costs dearly. Ultimately, it's the consumer who has the final say, and Trustpilot and Verified Reviews are, for us, a testament to transparency that we hope will encourage others to take the plunge into repairs." Building transparency doesn't happen on its own. It’s no longer about assuming stances, but rather multiplying actions that support this approach and diversifying their sources.
In the face of skepticism, top-down messaging is no longer enough. Internal ambassadors or influencers contribute to this need to diversify information sources and horizontalize communication, much like denunciations and smear campaigns arise from all sides. The Balance Ton Agency phenomenon is its latest manifestation.
