Amber argues that slick marketing headlines don't work anymore because people distrust curated online personas. Audiences assume the nice-guy image is fake, triggering a default skepticism. The question for entrepreneurs: how do you break through that instinct to mistrust and actually connect?
the sexy marketing headline that we were taught to, you know, do in our copywriting and on social media. Well, guess what? It's not working anymore because people don't trust you. And you're trying to overcome it by being the nice guy or gal on social media, but people don't even know if that's the real you or if it's an avatar. So they can't even trust that anymore. So now what are we going to do as entrepreneurs? How do you overcome the average person's emotional guidance signal that's innately built in all of us that says, danger, I don't trust anyone.
