Build Trust and Improve Influence with Content Marketing
Build Trust and Improve Influence with Content Marketing
To know, like, and trust. At its core, these three points are why we perform content marketing. If you’re not getting all of them, your content probably isn’t successful. Traditional marketing focuses a lot on the know aspect, creating awareness in the marketplace. When choosing between two or more brands we know, trust becomes critical. This is one of the advantages which content marketers have over competitors who don’t create and freely share helpful content. Below, we at Top Advertising Solutions have put together a few techniques on how to create this content that provokes trust.
The “Reluctant Conclusion” Method
A traditional persuasion method is the “reluctant conclusion.” You detail to the audience how you had a change of heart because of overwhelming evidence. For instance, you’ve currently raised the price of a product and learned that it’s making your sales tank. You could simply silently return the item to the previous price and hope no one notices. Or, if you explain that you were wrong about the increase in price and will be putting it back you’ll build more trust and favor with your audience. In the meantime, you’ve also met your aim of improving latent sales. It’s a triple win scenario when you count the added trust that you’ve built with the audience for future items and promotions.
The “Personal Sacrifice” Method
Another tactic used when trying to build trust through content marketing is the “personal sacrifice” method. Have you ever taken a free online workshop? Or used a white paper for your own success? Or read something for free which really helped you out? Well, those all could have been paid products, but the company decided not to charge for them so they could help more people. This is very common and you’ve probably seen it in a great many places. You just need to handle it well. The key to handling it well is, as always, to understand who your audience is. This is very important because it allows you to speak directly to what they need and what to read about.
The “Abraham Lincoln” Method
And lastly, there’s the “Abraham Lincoln” method. Lincoln was an interesting-looking fellow with a Deep South accent and a whiny voice. When he performed speeches when he was running for president, he added fuel to his own fire by stating that he was a poor public speaker with nothing new to offer. However, Lincoln was an extremely bright man with an outstanding grasp of the country’s problems. He reduced expectations by making his audience see him as a sincere fool, and by the end of a speech he had won them over completely. So, if you’re a real estate agent who also does content marketing, it’s easy to claim that you’re not an expert, even as you start to offer some persuasive copy. Again, no your audience for this one.
Top Advertising Solutions hopes you have learned some helpful tips. Tell us your experience below.