Writing To Build Trust

You’re a small business owner and two competing salesmen are pitching you on a shiny new tool (Which we boh know it’s really a shiny new toy, don’t we?)

You can’t tell any difference in the tool,(excuse me, I mean toy) or in the company they represent, or even in the aftershave lotion they wear.

But, you have seen a few articles written by the salesmen.

You don’t remember much about the article, but you do remember seeing his name just under the title and thinking that you had seen it somewhere.

Now ask yourself, which of those two has the most credibility in your mind. The guy you remember from “somewhere else,” or the “other guy.”

Building credibility in the market place and customer trust in you and your name is what writing and publishing articles about your business and your product or service can do for you. And, that’s the essence of Rainmaker style marketing.

Large corporations throw millions of dollars a year at developing and enhancing their company brand name and what it signifies. This is a good reflection of the importance of name for any business, and you need to be taking note of this and applying these principles in your consulting businesses.

Credibility is developed by a company that consistently delivers on their promises. One way to build this through writing articles is by consistently providing truthful, unbiased information that the customer requires or desires in such a way that the customer understands what you are saying.

Truthful, consistent and regularly published articles not only put your name in front of the client you are trying to reach, thereby making you more familiar to them, they also provide an opportunity for you to show and share your expert knowledge. This helps to establish your reputation as an expert in your field and enhances your client’s perception of your abilities in multiple areas.

One of the reasons why no one believes what politicians say is because they misrepresent information and spin so much. They may be household names, however we still do not trust them, and therein lies the lesson.

Consistent honesty and information encourages people to trust in the author. Once your name is a part of their every day life, the minute you walk into it, you do so with already established reputation and an existing relationship built on trust.

Article writing provides more opportunities to reach and bond with your target audience, it can have a longer shelf and can be easily carried around and re-read. Article writing is powerful when used to develop trust in a brand name. Developing trust in your brand name is how you grow your business.

And, let’s stay in touch!