Trust

 

I have been to a lot of trust building workshops and at each one, a single message grabs my attention: trust is earned. This is an interesting concept at these workshops because often you are trust falling to someone you have just met. Despite all of that, trust is earned, but can be earned in just one meeting.

I am a ballroom dancer and, as a result, I have to put a lot of trust into my dance partner. When we do aerials (jumps/dips/throws) I have to trust that I won't be dropped. Well, I have been dropped and once that happens, my trust for that partner diminishes. I also took a stage combat class, where I needed to trust people not to accidentally stab me or punch me in the face. Again, lots of trust that needs to be earned quickly.

You are probably wondering why I am bringing up these examples, and I can tell you that I am just using them to demonstrate that I know a lot about what it means to trust someone with your well-being. With that said, I would like to talk about marketing (go figure!)

The idea of trust applies to marketing (obviously), but in an interesting way. Even if a company spends years building trust, one negative incident can destroy that trust. Sometimes, however, trust does not need to be built up over years, but can be earned with one brilliant act. This, in my opinion, is where marketing communications comes into play.

Think briefly about what companies you trust. Think now about how those companies earned your trust. For me, a lot of the faith I hold in companies comes from how I see them and what I hear about them. I trust companies that I don't even interact with. I trust companies that I know nothing about. Why do I trust them? Simple. I trust them because in some quick, smart way they earned it. They earned it by being honest in the communications or by providing a product that worked. They earned by having good customer service when I needed most. They earned it by being there when I needed them most.

Companies that can respond and react to consumer trends and concerns earn trust extremely quickly. This trust will build into loyalty and will be reflected in sales. Trust is a powerful mechanism for generating revenue and for any company, the potential return on investment outweighs cost to employ trust building systems.

So, why does trust building work? It works because it allows you to prove yourself, because if you don't, what kind of person are you? What kind of company are you? That is only something you can answer.

Honesty Theory

When you were a kid did your parents ever tell you that honesty was the best policy? Did you ever believe it? As a kid, I always tried to be honest, but there are times when a white lie may do more good than the truth. "Wow, that top looks amazing!" "My dog ate the homework" (I am sure people have used that one!) As I have gotten older, however, I realize that honesty is a powerful mechanism for reaching people. Honesty can change the world.

I have a theory that for every one truth that is told, two good things can happen. The extent of the 'good things' can range from saving a friend from making a terrible decision to just feeling a little better about yourself. Yes, it is possible that honesty can also bring anger, frustration, and discomfort, but I guarantee that it will never bring regret. How can someone regret telling the truth? If you do something bad, then it is not telling the truth that is regretful, but the act itself- the truth just makes you realize this. What is crazy is that people don't always trust someone who is being honest because it is almost out of the ordinary. What is also crazy is that so many industries that we rely on for information and products have forgotten what it means to be honest.

Let me ask you a question, when was the last time you trusted an ad?  Sometimes when I see an ad I feel lied to, without even trying a product. In truth, that is what interests me about advertising - I can see through the haze, but not all consumers can. Companies and firms are responsible for telling consumers the truth, but more often than not the truth is listed in fine print. I think that advertising that tells the truth is more powerful than advertising filled with fluff. I want to know everything about a product: good, bad, unique, troublesome - whatever there is to know. I am not saying that honesty comes at the expense of creativity, rather I feel that both work in tandem.

I think advertising can be honest because I have seen it. I respect any company whose advertising reflects the good and the bad, and I'm not just talking about television ads, but all mediums. I want to work in advertising because I see what the power honesty can do to the industry. I want to create ads that reach people and influence them. Yes, features are important, but creativity and honesty can do more than any traditional approach. I want to be there to see that happen. Think of all the good that one honest ad could bring: trust, credibility, closeness, and even increased revenue. Consumers like and respect brands that don't try to hide anything. Consumers want the truth, and they deserve it.

I ask anyone, anywhere to pledge that they will let honesty guide them and that they try to see how honesty can really influence the world. I am not asking people to tell the truth all the time, because honestly, that is not realistic. I really just hope that people can see how honesty is a powerful mechanism for change and that though it may not be the easiest path, it is the brightest.