How to Earn Trust from Your Audience
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If there’s one emotional marketing trick that you want to get right, it’s getting your audience to trust you. Trust is the one emotion that makes your audience want to pay for your products or services. Money is very personal, and your audience must trust you to give you some of it. Here are several ways you can earn trust from your audience:
Publish relevant content regularly – Showing that you’re dependable will go far in helping to develop trust with your audience. If you publish blog posts, email newsletters, and other materials regularly, it will prove that you’re in this for the long haul. And this helps push you to “authority” level and will cause people to trust you more.
Tell both sides of the story – When you give examples for anything, whether products or services, telling the pros and cons is always a good way to get people to trust you. If you are truthful about the drawbacks of your own services or products or those that you recommend, your audience will trust you as the real deal.
Always disclose your biases – If you are reviewing a book, product, service, or anything else, it’s always important to tell your audience about any biases you may have. If you were given the item free to review, say so. If you were paid for your review, state it. Not only will this help people trust you better, it’s also the law.
Avoid over-pitching products – When you always revert to sales language in your content, people get tired of it. They expect a sales tone when looking at a sales page but not when reading a blog post. Be careful not to confuse the two. Yes, you want to present calls-to-action, but you also want to avoid turning away viable audience members.
Under promise and over deliver – The danger of sales pages is the possibility of overstating what your products or services offer. Instead, ensure that you can deliver even more than your audience expects once they purchase your product. Why? Because you want them to buy from you again, and you want them to tell others about you. Word of mouth is the ultimate way to get the trust of others.
Show your face – People trust those they can see. This can be more difficult to do online. But if you post a picture of yourself and keep it updated, it will help your audience trust you more. They’ll see you as a real person instead of a faceless business entity. Other ways to show yourself online are to create videos and to engage with others by answering their questions personally on all social media networks.
Developing trust is a process. It’s a long-term marketing strategy that will pay off again and again. When you get just one person to trust you, they will tell 10 others, and those 10 others will each tell 10 more people. The trust will spread far and wide until the very mention of your business name will invoke a feeling of trust.
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