Blogs as a Means of Building Trust through Communication

BLogs are a great communication tool which is why they’re GREAT marketing tools for the business involved in making intangible sales.  Trust is a huge issue when you’re selling “nothing but air”… which is all you’re selling when you’re selling your knowledge and services.

However, in order to establish a rapport with your target audience, you must first demonstrate that you are indeed qualified to speak on the subject.  Which brings to mind a joke that recently appeared on Comedy Central.com:

A guy was seated next to a 13-year-old girl on an airplane. Being bored, he turned to the girl and said, “Let’s talk. I’ve heard that flights go quicker if you strike up a conversation with your fellow passenger.”

The girl, who was reading a book, closed it slowly and said to the guy, “What would you like to talk about?”

Oh, I don’t know,” said the guy. “How about nuclear power?”

“OK,” she said. “That could be an interesting topic. But let me ask you a question first. A horse, a cow and a deer all eat the same stuff… grass. Yet a deer excretes little pellets, while a cow turns out a flat patty, and a horse produces clumps of dried grass. Why do you suppose that is?”

The guy thought about it and said, “Hmmm, I have no idea.”

To which the girl replied, “Do you really feel qualified to discuss nuclear power when you don’t know shit?”

Your blog readers are asking the same question…. what basics do you need to demonstrate your understanding of before you engage in the real conversation with prospective clients or customers?

One thing about blogging… it’s hard to hide what you do and don’t know over the course of hundreds of blog posts.    Blogging is great when you’re open to engaging in the Art of Transparency.  However, if you don’t know shit… then blogging can be a real pain.

Comments

  1. Jack D says

    I must say, i totally agree. This does pose a problem in many circumstances and it is good that something can be done. Unfortunately, it might be a case of too little too late :/ Oh wel..