Want people to do things for you?
They need to trust you.
Your audience is asking you a question: will you provide what I need when I need it under the terms we agreed upon?
You may answer “yes.” But they need to believe you. That’s trust.
You can’t “game” or “fake” trust. It has to be real. It’s foundational to every business relationship.
Trust doesn’t mean liking. Now … if your audience likes you, it helps. I’d hire my tile-laying buddy Nathan to put flooring in my house because he’s my friend, but he’s also good at his job. I’m not hiring my sister to do the same thing. She doesn’t know tile.
Liking can get you in the door. Trust earns business.
Trust is situational. Nathan’s my friend. I trust him to give me good advice and have my back. But as much as I love him, I don’t want him removing my appendix. I need a doctor. In the same vein, I wouldn’t let the doctor lay my floors.
Your audience has to trust that you will do the task they need done.
So how do you build that trust? There are a number of ways. Not all apply to every business, but at least one will be important for yours.
- Be true to your word. “Integrity” is overused, but it matters. If you say you’ll do something, do it. Don’t switch up.
- Have a consistent public persona. A consistent public persona shows that you are who you say you are.
- Get certified. Certifications, degrees, and other recognized credentials show that you know what you’re doing.
- Use social proof. If your audience supports you, that acts as proof you know what you’re talking about. Who you know, who you converse with publicly … all of these are indicators that can build trust with your audience.
- Have a proven track record. Document your successes, publish your testimonials, re-share nice comments on social media, seek and respond to reviews.
- Showcase your experience. Build galleries, case studies, and portfolios of work to show that you have the skills and experience to do what needs to be done.
- Appeal to your audience’s identity. Think of culture vs. counterculture: black jeans and combat boots may be a selling point to some audiences. But they won’t be if your audience is suit-wearing executives. Membership in a certain group gives an implicit level of trust to others in that group.
Trust is more important than ever in all aspects of life, community, and society. When we lose trust in ourselves, each other, and our institutions, it all falls apart. This is especially true in marketing.
Will you provide what I need when I need it under the terms we agreed upon?
That’s the question your audience wants answered.
Build trust so they believe you when you answer it.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services
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