You’ve read the research that says people prefer to do business with people they know, like, and trust, right?
Yet whenever I hear that advice, I think, “that sounds nice,” but what does it really 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 you through your #content, says @WriterRen.
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To get at the answers, I investigated what it really means to know, like, and trust. I’ll share what I found, along with examples of companies that get each of those elements right.
To know you, your prospect must ‘get’ you
This kind of knowing is not surface knowledge where people have seen your name, 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 know about you or of you.
The kind of knowing you want – the kind that opens up greater possibilities for stronger relationships that 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’s look at how this plays out in an example shared in a Psychology Today article. The author uses actor Johnny Depp to ask: “What’s the difference between knowing about someone and knowing someone?”
As a fan, I know some facts about him. He:
- Is older than me (not by much)
- Has two kids
- Plays guitar
- Likes to work with Tim Burton
- Was magnificent as Captain Jack Sparrow
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Source:: content marketing