This post is Part 3 of a three-part series on infusing the know, like, trust factor into your website and content. If you haven't read them yet, find Part 1 on KNOWING here, and Part 2 on LIKING here.
To trust you, your prospect must feel safe with you.
Although the trust element is easier to work into content, it’s harder to answer the question, "What does it mean to trust someone?" I turned to the Internet for assistance, and found the best response at Quora, by Tam Thao Pham. She said:
Trust is about the intersection of the past and future. It's taking the evidence of the past (sometimes your own past and references) and extrapolating that into the future - what can I expect going forward? - and then being able to apply this information within a context of risk. To trust a human being is to be able to anticipate generally how they’ll behave in most of the future situations in which you might encounter them, and to feel comfort in taking an (often emotional) risk based on that.
Examples of companies that get "trusting" right
When I think about companies I trust, I think of companies that won't won't let me down. Amazon quickly comes to mind.
In all the years I've been shopping with Amazon, over hundreds and hundreds of transactions, my trust has been shaken only once -- and it was so long ago that I can't even recall the details.
I trust that the items I order will be delivered on time. I trust that Amazon will make things right if something goes wrong. I trust that I'll be able to speak to a representative quickly, by phone or chat.
The footer of Amazon's website tells the story. Just look at that last column. It says to me, "Renae, we're here for you."
Example 2: Tervis Tumblers
Tervis is another brand that's earned my trust because I know I can count on them to replace a broken tumbler for as long as I live (or they exist). A "lifetime guarantee" goes far to instill a sense of trust, but that trust solidifies after you test the company on its promise a few times.
I've tested by sending broken tumblers back, an easy process, and Tervis has responded in kind by sending replacement tumblers without hassle.
Example 3: Carbonite
Carbonite is an online backup solution for your computers. If you're unfamiliar with Carbonite, then your first visit to the website may inspire trust. The site looks professional, and promises to do exactly what customers want: keep the data on our computers safe.
A quick tour around the site lets me know that Carbonite has won awards, and that many businesses are using, and pleased with, the service.
Carbonite won my trust with its website. And that trust solidified after I put the service to the test following a few crashes. I had trouble restoring my data, but was quickly set straight by a helpful phone rep who walked me through the process step by step.
Your turn: how to lead people to trust you through content
Now, how to put trust into action?
How do you give prospects a sense that they can trust you if they haven’t done business with you before?
How can you build up enough trust so that prospects feel good about saying YES?
Here are a few ideas.
- Provide social proof. Share testimonials from people who have worked with you.
- Share stories of how you successfully helped others achieve results.
- Be transparent. Let people see who and what you are — and who and what you’re not. For instance, if you contact me because you want me to write your memoir, I'd tell you that I don't do that type of work but can refer you to others who do.
- Offer a money-back guarantee. This tactic doesn’t work for every business, but if you can offer a guarantee, you’ll go a long way toward building trust.
- Let people experience you through a free sample or low-risk starter package. Both give prospects an idea of what it would be like to do bigger or paying business with you–sans the risk.
- Be accessible. Place your contact details on every page of your site, either in a sidebar or in your footer. From the prospect's perspective, it's nice to be on someone's site and feel as if you can reach them easily.
Need help infusing your website or marketing content with know, like, and trust?
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P.S. This is post #29 in my 30 Day Blogging Challenge!
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