Successful social media influencers and company spokespersons don’t tend to be “sophisticated”. They tend to be trusted because they are “down to earth”, like a member of the family, a best friend, or a next-door neighbor.
Ed McMahon, Johnny Carson’s sidekick on the Tonight show for many years, had a reputation as the most approachable celebrity. The Walt Disney Company used to pay Ed McMahon to visit Disney parks with his family so that he could greet park visitors and make a memory.
Art Linkletter was a “welcome guest” in American’s homes. Art was also a friend of Walt Disney and was the host for the television broadcast of opening day at Disneyland. He was well known for his “People Are Funny” and “House Party” television shows. Art was also a trusted pitchman, and I remember him introducing the Game of Life, which we have played with our grandsons.
Bill Cosby was also a beloved personality, until he was accused of sexual assault and his image was destroyed. He portrayed the character Dr. Cliff Huxtable on the Cosby Show, a family television show, for many years. Cosby started his career telling stories of growing up with his brother, Russell, and their friend, Fat Albert. Before his downfall, Cosby was one of the most-admired Americans. It’s sad to learn our heroes may have “feet of clay”.
For today’s examples, I think of two actors in television commercials for cellular telephone services.
Paul Maracrelli plays “Paul”, with the slogan, “Can you hear me now?”, first for Verizon, then for Sprint (“I switched from Verizon”, without the slogan), and now returning to Verizon for a commercial with Buzz Aldrin to be broadcast in the 2025 Super Bowl.
Melina Veyntrub plays “Lily Adams” in AT&T commercials. She plays a friendly, knowledgeable, funny, somewhat kooky sales representative in a neighborhood AT&T store. Audiences love her and she has attracted a lot of customers for AT&T.
Both of these individuals portray “down to earth” personalities that attract customers.
Being genuine when telling your story, including sharing details about your family and everyday life, you can also reveal yourself as a “down to earth” personality to open prospective customers’ hearts and minds to hear your message.