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In the initial steps of building a marketing process, we must determine our path to trust.
The speed of trust determines our speed to market acceptance. Our customers must trust that our product will perform as promised. More importantly, customers must believe that our product will meet their needs more quickly and better than their current solution.
Achieving trust is no mean feat.
A content plan must be developed to build a foundation of trust. I believe trust emerges from daily content messages. Our content should:
- Establish an empathetic position. Write content that clearly demonstrates how much you understand the problem that your product addresses. When we understand others, we build trust.
- Establish authority. Produce testimonial copy. Tell your prospects about what you have done for others. Convince new readers that what you have done for others can be replicated. Leave no doubt about the efficacy of your product.
- Establish value. You don't have to provide the lowest price but your product must deliver the best value. How much MORE does your product provide than similar products? Value builds trust.
We don't build trust simply with integrity. Trust comes from a succession of actions.
Empathy. Authority. Value.
Send this message with very high frequency.Dr. Steve Greene is the publisher and executive vice president–Media Group, Charisma Media. Sign up here for Dr. Greene's leadership e-newsletter.
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