Post by Jason Feifer

Oslo made a tourism ad trashing itself. It worked spectacularly. The ad tells travelers: Oslo kind of sucks. It's not like those famous destinations you've seen a million times. Sounds like a terrible strategy. But here's the insight: Consumers are surrounded by fakeness — fake reviews, fake IG posts, ads that oversell everything. They know it. Which is why they now value things with rough edges. Studies show products rated 4.2 to 4.5 stars sell better than those with 5 stars — because it's more believable. Oslo understood this. They could have said: "Forget Paris, come to Oslo!" But that would feel like every other ad. So they embraced what sounds truer. They said: "We're not like those places" — and trusted consumers to see that as a feature, not a flaw. This is the counterintuitive truth about trust: Sometimes the fastest way to earn it is to admit what you're not. 👉 FREE COURSE! I'll teach you how to build authority (and drive sales) on LinkedIn https://lnkd.in/eRumk4Mw

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