While building trust and establishing authority is a difficult process to “quantify” and measure – it’s one of the best reasons to launch a blog for your business.
Years ago, a close friend of mine entered into therapy with her husband to try to save their marriage of 10 years. Her therapist initially diagnosed the “primary problem” in their relationship as my friend’s lack of trust in her partner. The therapist provided her with a powerful word picture which she shared with me.
The emotional trust word picture goes like this: Trust is like a bank account – when you initially meet someone – the trust balance on the account is zero. Over the course of time, you make deposits to the account. Deposits can be small at first – like calling when you say you’re going to call or showing up on time when you have a lunch date. However, just like money – small regular deposits can add up quickly to create a sizable balance in the trust account of a healthy relationship.
Withdrawals from the account in this word picture are made when one party asks the other to take a leap of faith. For example, in my friend’s case – when her husband called and told her he was working late – he was making a withdrawal from her trust account with him. My friend’s counselor painted this picture for her because he believed that she had not been properly “crediting” her husband’s trust “account” and as a result – she didn’t trust that he was indeed working late as he claimed.
Hindsight is always 20/20 – and it turned out that my friend’s “trust accounting system” had been spot on. Shortly after sharing this word picture with me, my friend’s husband announced he wanted a divorce and revealed that he had been involved with a co-worker for over a year. My friend’s gut instincts about his late night work sessions had been right on target all along.
While the therapist missed the mark in the above situation (caused by believing the narcissistic lying sack of sh*t to whom my friend was soon freed from the bonds of not so holy matrimony) his word picture about how building trust works is right on the money and one that every business owner who is considering using social media marketing needs to keep in mind.
When a prospective customer finds your blog post, the balance of their trust account with you is low. You begin making “trust deposits” immediately with seemingly simple details like the theme you choose. However, the best way to quickly build the balance in the trust account quickly is to provide access to LOTS of high quality and relevant information.
Which is why a blog with a hundred or so blog posts is a great trust building tool for your business. When prospective customers discover the first blog post about your product or service – they can dig deeper and learn more by simply reading other blog posts you’ve written. When you create blog posts from questions asked by potential customers via email – it’s a powerful way to build a library of informative business building blog posts. While fellow bloggers – who are the ones most likely to leave comments on your blog posts – may find your blog posts “redundant” – prospective customers who are finding your blog for the first time won’t see redundancy but rather lots of valuable information they need to know to make a decision about whether or not to give your products and/or services a try.
Next – I’ll share a customer’s eye view of the whole “trust building” process and demonstrate how a blog post can serve as a powerful trust building tool.