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.
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.
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."
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.
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.
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.
Need help infusing your website or marketing content with know, like, and trust?
Guess what ...
I can help.
When you're ready, or if you have questions, please get in touch.
P.S. This is post #29 in my 30 Day Blogging Challenge!
P.P.S. Curious? Join my tribe to learn more!
Do you sweat the small stuff? Do you want your online presence to inspire trust and confidence? Do you grit your teeth when others don't care enough about YOUR web experience? Are you all about creating an excellent website and excellent content that makes it easy for people to get to know, like, and trust you and buy your stuff?
I think we might be soul mates. And I'd love for you to join my tribe.
When you do, I'll alert you to new blog posts, new programs and products, and new ways for you to create excellent, frictionless, online experiences that lead more people to YES! I promise to be relevant and real, and to send only thoughtful content and advice.
Renae Gregoire is a content mentor and clarity expert changing the world one outstanding leader at a time. The coaches, consultants, and experts she works with have big visions for creating transformational change--if only they could create that content! Her work typically involves a blend of strategy and wordsmithing, with a heavy focus on the reader's perspective. Renae is also the creator of the Blog Post Inspiration Deck, the Blog Your Brilliance online program, and the Content Coaching Club.