There’s something I noticed recently.
If you’ve shopped for face masks, you’ve probably noticed it, too.
There are a lot of brands that simply omit information.
In the case of face masks, it’s the very information that would cause me to buy.
But without it, I leave the site and search for a competing brand.
For masks, it’s the N95 rating. Or, at least telling me what micron size particle it’ll filter out. This is information I can use to make sure it’s going to protect me from COVID. Without it, I don’t trust that the mask will do that.
Here’s another example
I just got the new Sony A7S III, a camera I waited TWO years for. (Worth it)
It shoots 4K at extremely high quality and high frame rates.
Which meant I needed new, larger, faster memory cards to go in it. Because 4K 120p 10-bit 4:2:0 footage sends a lot of data to the cards very quickly, and most cards can’t handle that.
I usually buy SanDisk, and their top-level cards seemed like they’d work. The specs they listed met my criteria.
It’s the specs they did NOT list that became an issue. The missing info was their “V rating”, and it would have immediately let me know whether or not these cards would actually work in my new camera.
After doing more 3rd party research, I found out they are not fast enough.
I get why they left that out, because it clearly sets them behind their competition. And it would have immediately sent me looking for alternatives.
It could have been OK
Not every brand has everything for every customer, and that’s OK.
If I trust your brand, I’ll come back next time to see what you have.
SanDisk has been my first choice of SDXC cards for more than a decade. They’re reliable, and I’ve never had one fail.
But intentionally leaving something out without explaining the omission?
And Ignoring those questions on your support page?
That broke my trust.
The few specs they do provide on their top-end cards imply they’re adequately fast. They omitted the info that proves they’re not.
It’s bad enough I found out after I ordered them.
Can you imagine if I had installed them and headed out into the field to shoot a project? Only to realize they couldn’t handle the write speed required to capture full-blown 4K?
If you know there’s info your customers want (or need), add it to your product descriptions and FAQs. And if you don’t offer that feature, say so, and explain why.
Ignoring it is bad. It feels sneaky, like you’re intentionally hiding something. Which erodes trust and sends customers (even long-term loyal ones!) running, likely never to return.
Another (sort of related) takeaway
The only way I found out the SanDisk cards wouldn’t work before heading out on a job was by researching write speeds by 3rd party reviewers. As I’ve said before, there is immense value in sending your products out to editors, bloggers, and influencers for review.
Not only do consumers value this type of UGC (User Generated Content), but Google really likes it, too!