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Channel: Direct-Response Marketing Copywriter Tom Trush | Advertisements, Website Content, E-mail Autoresponders, Sales Letters » Psychology
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Trust: The Diminishing Desire Your Prospects Crave

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I may get a little heat for this …

But sometimes a step up on the soapbox is needed to prevent a problem from spreading.

Listen, as you know, trust has always been critical to business success. Penalties for not having it are severe. Loss of credibility …. loss of value … and, of course, loss of sales.

After all, no one wants to do business with someone who isn’t trustworthy, right?

On the other hand, providing products and services in a trustworthy manner brings big benefits. Interactions increase, credibility rises and your reputation grows.

Especially now, consumers crave relationships with companies they can trust. They’re fatigued by the stress caused by today’s economic environment. They’ve seen scams pulled by banks, credit card companies, insurance carriers and many others.

The problem, however, is most marketing doesn’t demonstrate the trust consumers desire.

Instead, companies push self-serving information that ignores prospects’ needs. As I discuss in this month’s tip sheet to my Nonconformist Marketing Alliance members, trust is an overlooked advantage when you market your business.

Keep in mind, rapid technology development has increased our interaction with others. You have more ways than ever to get in front of people. As a result, you have more opportunities to attract prospects’ attention — but that doesn’t mean you have their interest. (You may want to read that sentence again.)

Those who establish trust are the ones who get heard.

So you can understand why so many sales-first marketing messages get as much attention as a white crayon in a Crayola box, especially when they represent the initial contact with prospects.

During The Secret Psychology of Selling to Today’s Skeptical Consumers training earlier this month, I explained how I adjusted a client’s ad to portray greater trust and credibility. Response jumped by 650% the first two times we ran the new version.

Another attendee doubled his click-through rate on his online ad after applying similar principles from the training’s first session.

Remember, trust when marketing isn’t demonstrated by just adding a testimonial or two. Or highlighting awards. Or even doing what you say you’re going to do.

Technology has changed the competitive landscape so much that a more extreme form of trustworthiness is needed.

Today’s prospects expect you to proactively protect their interests. They expect you to dedicate resources to them — before pitching them your product/service. They expect you to use your insights and expertise to help them avoid mistakes. They expect you to put their well-being before your profits.

Whether fair or not, this is the reality.


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