A customer pauses, scrolls by, reads your promise, but still does not fully believe it. Not because your product is flawed, or because your team doesn’t care. Mostly, this is because of the caution that comes from seeing too many polished claims; too many perfectly-crafted testimonials; too many brands that seem to be warm in public statements yet distant in private actions when there is an issue.
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That space (or difference) between what you say and what others truly believe in is called the trust gap. In order for your marketing to succeed today, closing that gap, carefully, is imperative.
Trust Is Rarely Created By A Slogan
Most of the time, trust isn’t created with a slogan. Most of the time, trust is created when people can actually see evidence of the work behind the slogans.
For example, if you state that your service is reliable, show what “reliable” looks like. Show the steps. Show the people. Show how you deal with the small details that your customer may have otherwise been unaware of. Oftentimes, a quiet description of the behind-the-scenes processes can accomplish far more than a bold statement of intent.
Speak Like A Human Being, Not A Boardroom
A lot of companies lose credibility because they talk like they’re coming from a corporate meeting room, not directly to a person who is going to buy from you.
You know the type of writing. Large claims. Smooth sentences. Long sentences that look big and important, but don’t say anything. The problem isn’t professionalism. The problem is distance. When your target market can’t hear a real person talking in your marketing materials, they begin to wonder what else is being watered down or hidden.
Using a more personal tone in your writing doesn’t mean you have to be sloppy about everything. Using a more personal tone means you’re honest. Means you tell the truth without polishing every word into oblivion. Means you admit limitations when necessary and describe the value of your products in ways that respect your readers’ time.
If something is straightforward, then say it directly. If something is complicated, then walk them through it. Honesty has power.
Generic Proof Doesn’t Close The Trust Gap. Specific Proof Does
Any generic proof won’t do anything to help fill the trust gap either. Any specific proof will. Saying you have “happy customers” is okay. But it doesn’t carry much weight. Saying a client reduced wait times, increased consistency, or solved a specific operational problem gives people something believable. Detailing creates texture. Texture builds confidence.
Specificity also works well with images. People want to see real examples of your work; people want to see real spaces and places; people want to see real results and outcomes. Therefore, thoughtful case studies, well-grounded photographs, and video production services that showcase your brand in action are helpful to people who want to get a sense of what you really do versus just how polished you can look.
Don’t use production quality to dazzle your potential customers. Use production quality to orient them. As long as your proof helps to answer the silent questions running through their minds, your brand will feel more secure.
Recovering From Failures Builds More Credibility Than Defending Against Them
It’s possible to build more trust in an organization when everything isn’t working perfectly than at other times. Some organizations build more trust when they fail than when they succeed. Delayed orders. Missed messages. Problems with products. Issues with invoices. These types of failures can expand the trust gap rapidly, but they can also shrink it if handled properly.
Consumers aren’t expecting businesses to be flawless. Consumers expect businesses to take responsibility. Responding clearly and concisely, responding in a reasonable timeframe, and responding calmly when things go wrong can provide more assurance than an apologetic response will.
Your marketing should convey this same perspective. Don’t pretend that consumers don’t have legitimate concerns. Discuss the most common issues openly. Describe what happens after purchasing from your business. Provide a clear understanding of how to access support from your company. When people know what to expect from you, they’ll feel less vulnerable.
Continuing To Promote Consistency Throughout The Entire Customer Experience
In addition to building trust during the initial stages of interaction with a consumer, the trust gap also develops after the sale has happened.
Before the sale, the organization appears concerned about its consumers’ needs. Post-sale, however, the tone shifts and responses become slower, and details fade away. Consumers now feel like the original promise was greater than the subsequent experience.
To reduce that gap, treat each step of the entire customer experience as part of your overall marketing efforts. Your billing practices, onboarding communication, shipping updates, package design, post-purchase follow-ups, and customer service communications all send a message about your organization.
You don’t need to make every single point of contact overly elaborate. You simply need to make each point of contact appear intentional. Providing a clear, prompt, relevant message can help somebody feel cared for.
Creating Trust Through Everyday Moments
When you write clearly, provide authentic evidence, provide explanations for your processes, and remain consistent throughout all aspects of the consumer relationship, trust begins to form not as some grand declaration, but as a series of smaller declarations that prove themselves again and again.