Marketing wisdom teaches that it takes 8 “touches” to build enough trust with a stranger (a.k.a. a potential client/customer) for them to contact you for more information. This is just another way of saying that you have to build trust with potential clients/ customers before they will consider doing business with you.
Trust is built through communication.
Blogs and blogging are the buzz words of the day and with good reason: Blogging is a GREAT way to communicate and communication is essential to building trust.
The question that has plagued business owners for generations is HOW do you get the opportunity to make those touches or build that trust up front.
In the old days, small business owners would rely on using traditional media to make those touches. It was strictly one way communication, by the way, but it was all that was available at the time. Business owners would buy ad space in newspapers, magazine and air commercials via radio and television to establish a basic level of “trust” with their potential clients. If nothing else, spending the money to air those ads assured potential customers that the business being promoted was a legitimate business…. the first brick in building the wall of trust.
Using traditional media to reach a large audience is still a GREAT way to begin the communication upon which trust is built!
I strongly encourage my clients to consider using “off line” media to promote their businesses. Traditional media is a GREAT way to introduce your business to a wide array of strangers. When you use traditional media to promote your business, be sure to set the “call to action” for them to visit your blog. Think of the radio, television or newspaper ad as an “introduction” to learn more… via your blog.
However, before you issue such an invitation, be sure that the your blog is doing what it needs to do: BUILDING TRUST!
That means your blog posts will need to be written with your customer/client in mind. The chiropractor who blogs about how a song speaks to his soul is NOT going to be inspiring trust with potential patients. The chiropractor who blogs about how chiropractic helps relieve back pain will find that his blog is indeed inspiring people to call for an appointment.
If you have a blog… then take a fat felt tip pen and a piece of paper. Write the following in big letters and put it where you can see it as you blog:
I’M BLOGGING AS A WAY TO BUILD TRUST WITH MY POTENTIAL CLIENTS/CUSTOMERS!
What do you know? Why should I trust you? Can you really do what you say you can do?
Those are all questions running through your blog visitor’s mind. Make sure you keep that in mind as you post to your blog.