Building trust must be one of the hardest things to do. There are so many levels of trust and even more factors affecting how those levels are built and maintained.
Yet it’s a word that so many of us like to use on our websites and our social media. Maybe it’s a word that we need to rethink in our online copy, in our digital communication – and even, in our face-to-face conversations.
There’s so much I don’t know about this, and I’m doing my best to learn whenever I can, but here are some things I think I’ve managed to start understanding.
Gaining your trust is not about me and my words – it’s about you, and what you’re willing to give me. It’s unfortunately not as simple as me saying: “You can trust me – here’s why…”
I don’t think I can tell you why you should trust me, and then have you trust me.
Of course, words are important. My entire business and livelihood are dependent on them. But if they just sit there – on my page or in your memory, they’re just words.
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FEATURED ARTICLE
Sure, you can use it like a resumé, but then you’d be missing out.
LinkedIn is also not your business website, nor is it where you will actually ‘do’ business. It’s important to…
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Words need to be bolstered and fortified with supportive actions. When we’re dealing with the exchange of trust, actions speak louder than words. Words can begin the conversation, but action completes the transaction.
In my experience – this action can take place it two ways: the proactive sharing of your words, and the demonstration of your words.
I see this as the articulation and the demonstration of the difference that you make.
And… it’s not about a once off articulation and demonstration; it’s the ongoing, consistent, authentic and engaging articulation and demonstration.
This is why blogs add great value to your communication strategy. It’s also why email campaigns and social media engagement are vital.
I recently watched a video on how a conservationist built a relationship with a Cheetah. It took six months for the Cheetah to be comfortable (trust) with his vehicle. Another six months for her to not feel threatened by him standing outside his vehicle. It took a further six months for him to start following her around, outside his vehicle. It takes time.
So – are words important in building trust? Absolutely.
But… are passive words enough? I’m not sure that they are.
