Trust is a fickle thing, but it is necessary in order to do business today. Remember when a business agreement could be confirmed with a word and a handshake? That principle might have been replaced with extensive contracts and legal paperwork, but for the average consumer, that level of trust is still wanted. Without this trust, you have nothing.
Your marketing efforts will just be funneled away into a black hole and you’ll have wasted your time and your money.
How can you establish a level of trust with your targeted demographic? Can you re-establish a level of trust with people who have had a negative encounter with you, no matter how slight? The answer is YES.
Trust today comes through entertainment and value
For many businesses, the trust dynamic has been reversed and they may not even realize it has happened. Instead of working hard to gain a prospect’s trust, it has become expected. Demanded. Even required.
When trust is demanded from a prospect before a sale can happen, a sale will not happen.
You’ll always have customers that will seek you out because you do a quality job, but that’s because you’ve already established a level of trust with them to make them come back. If you get word-of-mouth referrals, then you’re getting additional business based off of this trust. To get to this point with a new prospect, however, you’ve got to provide entertainment to get value.
That’s why the content of your message is so important. If you can combine an entertaining message with value that solves a problem for that prospect right away, then you’ll have laid a cornerstone of trust that you can build upon further with additional marketing interactions.
How can you do that right now?
Watch how this interview works to position Guy Kawasaki (an already trusted name in Internet Marketing) as a trustworthy source:
Kersten Kloss hosts a free Skype interview on his Youtube Channel, which is where the interview above came from and is being used with Kersten’s permission.
You’ve got to let people see who you are
This is where the emphasis on a good word and a handshake comes into play. By showing people who you really are and what you can provide them in value, you’re creating a conversation with several potential prospects at once that creates a promise. Instead of shaking their hands, your words are relating a level of trust that the perceived value of what you have will translate into a real value for each prospect once they experience what you’re offering.
How can you make this become a reality right now? Video marketing. There are so many different ways that you can increase trust through marketing that you could write an entire book about it [and some have!]. A good example of using video marketing to increase customer trust and loyalty is InsideSales.com. They have the CEO right on the homepage of the site, along with a few customer video testimonials. In short, through your own web TV channel, interviews, and informative pieces that engage the consumer while entertaining them, you’ll be able to start building or repairing trust levels in your prospects so they too will want to become repeat customers.
If you want to change someone’s perception, video marketing is how it’s got to be done today. It might not be a handshake, but it is a promise. Make it, fulfill it, and you’ll build trust right now.Comments