Building Trust in a Risk-Adverse World

I was worried about the person putting together my LLC paperwork

Every time we exchange money for a product or service, we are putting our trust in a total stranger. So how do you build trust?

  • Word of mouth and direct connections. This is how most of us get started with our first clients. we share some information, get some referrals, and the ball is rolling. The trust is based upon mutual connections.
  • Doing great work. Once you have a client, it’s all about producing a beautiful product or service. Now the trust has been extended based upon a respect for quality in what you deliver.

It’s the growth stage – the time between brand new and rolling along – that is the most difficult for so many small business owners. How do you get the new customers? Why should they trust you? Without a mutual friend or having already experienced a quality deliverable, they have no idea if you’re trustworthy to work with.

Build trust in other ways

This means showing the world that you are a trustworthy brand. Anything from testimonials to certifications and licenses will help. Or good ole’ fashion face time in the community. Knowing the person behind a company or brand is what helps to make him or her trustworthy.

I don’t trust a product or service, but I may trust the person who made that product or delivered that service. It is a risky decision each time, but we all make decisions every day. Choosing to eat at P Terry’s over Whataburger – why? Do you know for a fact that one is healthier or better than the other? Where did you get that information? Is it a trustworthy source? Most likely, you heard people talk… about food quality or ingredients or great service, or maybe all three. You put your trust in another person.

Entrepreneurs are risk takers. We’re the ones who have to build that trust with strangers. So how are you building trust with the strangers around you?

 

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Tell Me a Story vs Sell Me a Product

You can shout from the hills all day long about how amazing your product or service is, but there is so much competition out there that it is difficult (even rare) for you to stand out from the crowd.

There is no meaning in a product description, but there IS in the story behind it or the company that developed said product. Our brains process information in story-like patterns and words into meanings. So when someone tells us a story, it reaches more than just the language center of our brain – it activates other senses.

Invite People to Experience Your Product Through a Story

This isn’t a “Once Upon a Time” scenario, but more of a mini-documentary or biography. Remember the VH1 show Behind the Music? That show brought so much attention to artists who were long forgotten and it triggered huge music sales. Why? Because we (the viewers) engaged on a deeper level with that musician or band, felt connected, and wanted to be part of their story somehow.

Brand Story, Marketing, Company Story, Marketing story, storytelling

Yes, there are absolutely instances of huge companies that do not tell their story in the way that I’m describing. They simply have a tagline that includes sensory words to trigger your interest. Then they repeat the phrase everywhere you go so that you can’t forget.

“Mmm Mmm Good”

Melts in your mouth, not in your hands”

“The Happiest Place on Earth”

Customers want to hear about why the company or product exists, the way the founder feels about the product, the first-ever store opening or sale made. Those small moments in time will take people from liking a quality product or service to connecting with it and becoming loyal.

 

The Art of Storytelling

Storytelling Your Marketing Message

That’s what content marketing really is anyway… telling a story to your target customers.

Art of Storytelling, storytelling, CEO Candi

 

Interpretation – When someone hears your story, he or she will usually redefine it and the story becomes new ideas based on how the listener (your customer) interpreted it.

Shared Experience – As you tell a happy story, listeners will also feel happy. Through the inflection in your voice, the words you choose, or how things are described the listener will experience what you are feeling or revealing.

Emotional Ties – The difference between telling a story and just talking is the flow. Telling a story moves in a specific fashion that causes people to become emotionally attached to your story. These emotions help people to remember the story. In the long run, this is what creates customer loyalty.

Creating Brain Activity – A well-told story can cause several parts of the brain to activate. Make someone feel hungry for the food you provide feel the relief of the massage you can offer, or smell the sweet roses you will deliver – all through the words you choose.

So what is your brand’s story and how are you telling it?

Open for Business, Storytelling, Content Marketing