Posted by: Kristen Beireis, Trust Marketing Expert

One thing that gets missed a lot are the tiniest little details that are instant trust-killers.   While people may not consciously think “I don’t trust this person.”  They do notice it and it goes in a mental file for later.  All the little tiny trust-killers add up to a feeling of mistrust over time.  So, how do you avoid these tiny little trust-killers.  Here are a few places to look:

  1. Recurring Processes - For example, a recurring event/workshop/podcast etc…  This is a HUGE place for TINY trust-killers.  Do you have a date and time on the follow-up e-mail, the web page or other places?  Every time you complete one, the date needs to be updated.  If you have a different theme every time, that needs to be updated.  If you have different guest every time, that info. needs to get updated.  Forget to update just one of these little details then you have a tiny trust-killer on your hands.

    Avoid this by documenting the process.  Create  a checklist you can print out each time.  Create a repeatable to-do list in your management program.  Whatever you have to do, have something with a list of what needs to change with each one and make sure it happens.  For many, this is a GREAT thing to pass off to a capable VA or Marketing Manager.

  2. Rebranding - Have you recently created a new marketing message or had a new logo designed?  Are you SURE you updated everything with your new colors, font etc…?  Have an outsider go through your website, sign up for your freebie etc… and see if they notice anything out of place.  AND did you announce that you going through a rebrand to those who have been following you?  A little know that says “pardon our dust” as you update everything, can go a LONG way towards maintaining trust in the process.
  3. Copyright Dates - Does your website copyright automatically change over to the current year?  If not, get a script or plugin that will do it for you.  Does your blog update as well?  How about your freebie.  When was the last time you updated that?  Did you change the copyright date on it?  Out of date material makes people feel like you aren’t current.  So, make sure you are up to speed with the current year.
  4. Bios - When was the last time you updated your bio to reflect who you are today?  If your bio doesn’t grow with you, it creates a disconnect with everything else you have out there.  Update your bio when you update your message.  Update your bio when you have a life event happen.  Update your bio when you get a new certification.
  5. Dissing on your competitors - While it’s good to make sure you are setting yourself apart from your competitors, be careful not to be mean to them.  Your potential clients want to know what your thoughts are.  If you give too much power to your competitors, they could be very empathetic towards them and go that direction.  Or at the very least, they are turned off by your rant and just don’t want that energy, so they move on.  The best solution is to look at what you don’t like about your competitors and decide how you are different.  That’s what makes you cool; how you do it the way you do and what cool things your clients get from that.  Every now and then you can say…”my competitors don’t address this…” or something to that effect.  Just don’t write an entire blog post or social media rant about what you feel isn’t cool.   Write/talk about what IS cool?

With my clients, I work on what to do and say in marketing.  These are the little things that we find in the process.  Eliminate these little trust-killers now so you can build trust everywhere.  Not just where it’s obvious.

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