I Know You Love That Hoe We Dont Trust

Yous've read the research that says people prefer to do concern with people they know, like, and trust, right?

Me, too.

Yet whenever I hear that communication, I remember, "that sounds prissy," simply what does it actually mean to know, like, and trust someone? And what does it take for that person to know, like, or trust your brand?

And, more important, how do you translate that understanding into your content?

Get audiences to know, like, and trust yous through your #content, says @WriterRen. Click To Tweet

To get at the answers, I investigated what it really means to know, like, and trust. I'll share what I found, forth with examples of companies that become each of those elements right.

To know yous, your prospect must 'go' y'all

This kind of knowing is not surface noesis where people have seen your proper noun, logo, brand, or content. In that kind of knowing, people recognize you and know you exist. You're not a total unknown or stranger. They knowabout yous orofyou lot.

The kind of knowing you want – the kind that opens upwards greater possibilities for stronger relationships that tin can lead to sales – is deeper – the kind of knowing that follows when someone shares private details and understands what sits at your core or foundation.

Let'due south look at how this plays out in an example shared in a Psychology Today article. The author uses thespian Johnny Depp to ask: "What'south the difference betweenknowing about someone andknowing someone?"

Equally a fan, I know some facts almost him. He:

• Is older than me (non by much)
• Has 2 kids
• Plays guitar
• Likes to piece of work with Tim Burton
• Was magnificent every bit Captain Jack Sparrow

Image source

But can I say that I "know" him?

Non really.

In lodge for you to "know" Johnny Depp, according to Psychology Today, Johnny himself would have to "actively share information with y'all, especially intimate, individual data. For instance, you may be able to find out online what Johnny Depp'south favorite movie is, but if he were to tell you himself, peradventure with personal insight into why it's his favorite, or where he first saw it, that would give you reason to say y'all know him (at to the lowest degree a picayune)."

Businesses that get 'knowing' right

Example 1: Jonathan Fields

Author and entrepreneur Jonathan Fields is intimate and open with readers from the kickoff sentence of his About folio:"Yous tin can read what'due south below, but truth is, that epitome above, that's all you lot really need to know …"

Every bit y'all read, you lot naturally look at the image. The colorful middle draws you in.

You wonder why it illustrates all y'all really need to know.

You head dorsum to the text, and find that Jonathan took the motion picture while giving the terminal keynote presentation of the World Domination Elevation in 2011. He shares how he felt and the importance of the photograph.

"On that day, I was nervous. Though I've spoken in front end of much bigger audiences since and then, it was my first time standing earlier 500 people. Eyes and hearts staring back at me, yearning for something skilful. Something real. … As I walked up onto the stage, I brought a small flick that had been hastily drawn past my and so ten-year-erstwhile daughter and tucked into my backpack earlier I left. A serial of colored hearts to wish me luck and remind me how much I was loved. That's all I needed. I knew that at any given moment, no thing what happened on that stage, I could wait down and know everything was going to be okay."

Jonathan reveals more than the standard "about" information – his background, his experience, his accolades, etc. He reveals himself – the homo behind the entrepreneur and speaker.

Afterward reading his page, y'all feel that yous know him. You likely want to learn more virtually him and his business.

Permit's wait at a corporate instance next.

Case 2: Zendesk

Zendesk'south Near page starts with two unproblematic headings: "This is Zendesk" and "In the beginning," followed by three short sentences that explain how the founders wanted to create software that was "squeamish to look at" and "piece of cake to use."

Curlicue downwards, and the folio tells what to expect from the company's products – software that simplifies customer service and incorporates design elements people expect.

Curlicue further, and acquire what ignites the hearts of the people at Zendesk – making lives better for the people in their communities.

The next panels give a sense of its playfulness.

After viewing the Almost page, my overall impression is Zendesk is clear, unproblematic, heartfelt, fun.

Practise I feel as if I "know" Zendesk? I'm starting to "know" them and I'm likewise starting to "like" them plenty to desire to learn more than.

TIP: While About pages are ideal places to give visitors a take chances to know your make, it'south not the only place where your content can help your audience know the existent you.

How to pb people to 'know' through your content

How can y'all instigate that kind of "knowing" to someone poking around on your website, reading your brochure, or scrolling through your Facebook folio? As in the examples, your brand must exist more personal so your prospects can know who you are as a company, your values, and your approach to work.

To trust you, prospects want to know who your company is & what it values. #Content tin can help. @WriterRen. Click To Tweet

Hither are a few means to attain that level of knowing.

• Let loose with a little colour and personality. Share details of the time when an experience with a client fabricated you break into a large smiling. Is at that place a running joke amidst your staff about those Philly pretzels you must have flown in every calendar month? Tell your audience about it. Are yous in business to make life easier for a group you intendance nigh? Share it. Does your CIO like to do headstands before luncheon? Aye. Sharing a detail like that instigates knowing, as well.
• Share your brand'southward WHY with readers. Simon Sinek, author of Knowing Your Why, explains nearly your why in his popular, xviii-minute TED Talk. Here'south the five-minute version that gets to the heart of the matter fast.

To like you, your prospect must connect with you

What does it mean to like someone?

I'm not talking "similar like" as in having a romantic trounce. I'thou talking "like" equally in appreciating or respecting a friend, mentor, or colleague.

What practice these friends, mentors, or colleagues practise?

• They inspire you or make you see things in a new low-cal.
• Their values and opinions match yours.
• You experience good around them.
• Y'all like their sense of sense of humor or fashion.
• You lot savor some of the same things, whether music, sports, hobbies, or mustaches.

Businesses that go 'liking' right

Two caveats before I get to the examples:

• "Liking" is subjective. What I like, you may non. If you detect that the examples aren't to your liking, remember of companies or brands you lot actually like. And then, inquire yourself, "Why?"
• The world is filled with companies and brands. To find the few I share hither, I turned abroad from the internet and asked myself, "What brands do I really like?" The brands that first came to mind made it to my roster of examples.

Example 1: Big Ass Fans

Here's a tidbit well-nigh me: I hate the heat. Despise it. Heat makes me cranky. While it might not brand sense that I lived in Florida for twenty-plus years, it does make sense that I now live in the mountains of N Carolina.

I discovered Big Donkey Fans while searching for a fan big enough to absurd the gym where my hubby and I worked out at the fourth dimension. The workout room was at least 10 degrees too hot. When the possessor (finally!) brought in a fan, I was happy – until I realized, rather apace, that the fan wasn't big or strong enough. I waited impatiently for the slight breeze as the fan pointed in my direction while rotating.

Later suffering through too many overly hot workouts, I searched online, and came across Large Ass Fans.

I fell in love correct abroad with the bold utilize of the discussion "ass" in the company's name, playing right into the story in my head of "Renae the rebel."

The other obvious reason for loving the brand is, of class, the product – the big ass fan, which I needed in my life to tackle my big-ass disfavor to heat, both at the gym and at home.

Example 2: Velocity

Velocity is a B2B content marketing bureau in London. I discovered the company when information technology promoted an e-volume called the B2B Marketing Manifesto. That e-book broke the rules of e-book design, moving away from walls of text on a page to a few words on a page. It spoke in unproblematic terms rather than jargon. It used big, assuming images to get a point beyond.

Yes, Velocity uses a few cuss words, which speaks to my rebellious spirit. And that'south exactly why I like the brand. I feel a connection. I aspire to be like them. I like the things they recall, say, and share.

How to lead people to 'similar' through your content

Now, how to translate what you do into content that boosts your "like" factor? Consider these ideas:

• Create content that inspires people and makes them feel good – aspirational content.
• Recognize that fifty-fifty if you're a B2B company, you're selling to people – people who are consuming your content. Use 2d-person language. It'due south far more personal and increases a sense of connection. (Exercise yous get a sense that I'grand talking to you? I hope and so!)
• Provide real value in your content, not a sales spiel – create and distribute apps, checklists, all-time-practice guides, inquiry results, and how-to's.
• Testify your personality and style. How about giving the reader a sense of the company culture? Is your ideal client a risk taker, or does she shy away from risk? Tap into the story in your audition member's head.

Liking comes down to being open and honest, to being who you are, and to sharing common interests. But be open about your insights and talents, and how you tin utilize them to serve (non sell).

TIP: A common interest is the success of the people you serve. Don't forget to tell that story.

To trust you, your prospect must feel rubber

Although the trust element is easier to work into content, it's harder to answer the question, "What does information technology hateful to trust someone?" I like this definition from Tam Thao Pham posted on Quora:

"Trust is near the intersection of the past and future. It'south taking the evidence of the past (sometimes your own by and references) and extrapolating that into the future – what can I expect going forward? – so being able to apply this data within a context of risk.

"To trust a human being is to exist able to anticipate generally how (that person will) behave in almost of the future situations in which you might run across them, and to experience comfort in taking an (often emotional) hazard based on that (anticipated behavior)."

Businesses that become 'trusting' right

Example 1: Amazon

When I think most companies I trust, I remember of companies that won't let me downwards. Amazon quickly comes to mind.

In all the years I've shopped with Amazon, across hundreds and hundreds of transactions, my trust has been shaken only once – and it was and then long agone that I can't even think the details.

I shop at Amazon considering I trust my order volition be delivered on time. I trust Amazon will make things right if something goes wrong. I trust I'll be able to speak to a representative quickly.

The footer on Amazon's website tells that story. Just expect at that last column. It says to me, "Renae, we're here for you."

Content in @Amazon's site footer tells me, "we're hither for you," & that makes me trust, says @WriterRen. Click To Tweet

Instance 2: Tervis Tumblers

Tervis is another company that's earned my trust because I know I can count on the visitor to supplant a cleaved tumbler for as long as I alive (or they exist). A lifetime guarantee goes far to instill a sense of trust, but that trust is solidified after y'all exam the company on its hope a few times.

It also helps that the render procedure sounds (and is) easy.

I've tested my trust by sending back broken tumblers and Tervis has responded in kind by sending replacement tumblers without hassle.

Trust? Strengthened.

Example 3: Carbonite

Carbonite is an online fill-in solution for your computers. If you're unfamiliar with Carbonite, then your first visit to the website may inspire trust. The site looks professional person and promises to exercise exactly what customers want: continue the data on your computers prophylactic.

A quick tour around the site lets me know that Carbonite has won awards and that many businesses are using the service and are pleased with it.

Carbonite won my trust with its website. And that trust solidified after I put the service to the examination post-obit a few crashes. I had trouble restoring my information, but was speedily set directly by a helpful telephone representative who walked me through the process step by step.

Trust? Magnified.

How to lead people to 'trust' through your content

Now, how practise you instill trust on your website and in your content?

How do yous requite prospects a sense of trust if they haven't washed business concern with you? How can you build enough trust then prospects feel practiced about saying yes?

Here are a few ideas.

• Provide social proof. Share testimonials from people who have consumed your products or services.
• Share stories of how you successfully helped others achieve results.
• Be transparent. Permit people see who and what you are — and who and what y'all're non.
• Offer a money-back guarantee. This tactic doesn't work for every business concern, but a guarantee goes a long way toward building trust.
• Be attainable. Place your contact details on every page of your site in a sidebar or a footer. From the prospect's perspective, it's prissy to be on someone'south site and run across you can reach them easily.

Know, like, and trust are the real things that affect how people perceive your brand. And at present, with a ameliorate understanding of what that means – and what information technology tin look like – you lot can begin to weave each element into your content to atomic number 82 more people to know, similar, and trust you.

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Source: https://contentmarketinginstitute.com/2017/10/know-like-trust-content/

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