I talk a LOT here about the importance trust plays in marketing your product or services. Establishing trust with your marketing is especially essential if you’re selling “nothing but air” a.k.a. making an intangible major sale.
Trust is hard to win and easy to lose. In the world of Web 2.0, transparency is the key. For example, In the “old days” (pre-web), if a business owner got a reputation for lying and ripping of his/her customer, he or she could always pick up and start anew in a new location. However, in the world of Web 2.0, your reputation can follow you ALL over the world!
Here’s a bit of Halloween Humor making the rounds these days which offers a thinly veiled object lesson on trust and marketing.
A cabbie picks up a Nun. She gets into the cab, and notices that the VERY handsome cab driver won’t stop staring at her. She asks him why he is staring. He replies: ‘I have a question to ask, but I don’t want to offend you.’
She answers, “My son, you cannot offend me. When you’ have been a nun as long as I have, you get a chance to see and hear just about everything. I’m sure that there’s nothing you could say or ask that I would find offensive.'”
“Well, I’ve always had a fantasy to make out with a nun.”
The nun responds, “Well, I could probably oblige you under two conditions. First, you have to be single and second, you must be Catholic.”
The cab driver blurts out, ‘HOT DOG!!! Yes, I’m single and Catholic!’
The nun says. ‘Pull into the next alley.’
The make out scene that followed in that alley would make a hooker blush.
When they get back on the road, the cab driver starts crying.
‘Why is wrong?” the nun asked.
‘Forgive me but I’ve sinned. I lied and I must confess; I’m married and I’m Baptist.’
The nun replies, ‘That’s OK. My name is Kevin and I’m going to a Halloween party.”
It’s a beautiful thing when a liar gets taken by a con artist.
It’s not a beautiful thing when good people get taken by “gurus” and “experts” who don’t know enough to know they don’t know anything!
That’s why I’m a REAL fan of blogging. See, there’s no better vehicle to build trust than with a blog. It’s hard to fake expertise over the course of a couple hundred blog posts!
If you’re here and you’re offering “real deal” services, then get a blog. There’s no better way to demonstrate the breadth and depth of your knowledge!