If people know, like, and trust your content, they will want to do business with you.
It doesn’t take an expert marketing team to figure that out. And yet too many brands fail too often on one of these crucial elements.
You don’t have to put all your effort into all of them all the time. But if you even neglected one, it will show in his performance.
It’s easy and simple to say all that, but what does it mean in practice? Let’s take a closer look at these terms.
What does it mean to know?
Knowing means more than just recognizing your brand and being aware of it. It’s about understanding what your business is all about on a deeper level. To get to that level, you need to actively and directly share information with prospects.
This doesn’t necessarily mean you should write an essay on your About page. It also doesn’t mean that every interaction with prospects should highlight every aspect of your business.
Sometimes what is left unsaid tells an important story. Keeping things simple sends a message that your brand is focused and dedicated to results without the fluff. At the same time, if you’re just starting out, it’s a good idea to let people know the details of the brand explicitly.
In 1983, Apple Computers published an 18-page booklet called Introduction to the Macintosh in Newsweek. They considered those 18 pages necessary to get their concept across before the Macintosh was released. Compare that to Apple’s current approach. The more prospects know you, the less you’ll have to work on this step.
What does it mean to like?
The first thing to make peace with is that not everyone will like you or your brand.
Some prospects just won’t like your sales approach, or just won’t like what you’re offering. It’s fine, as long as you know why it is so.
Every marketing decision you make places you in a category. For every person who likes how you interact with them, there’s bound to be one who doesn’t. Your job is to find out why they like you or don’t like you.
Sometimes you will realize that it is not worth sacrificing your values to please some people. It’s okay to make that choice, as long as you know why you’re doing it.
One of the things that most people don’t like is being sold to. It’s not a pleasant experience, especially if it’s obvious. In order for people to really like your brand, infuse your content with value.
There are many ways to please your prospects, but the key is that you have to give them something they like. Your brand should have character, as it’s hard to like something that’s bland and uninspiring.
What does trust mean?
This is the easiest to get right, and yet many get it wrong.
Human beings are trusting by nature. We believe most of the things we hear. Otherwise, it would be impossible to have a conversation.
All you have to do to get prospects to trust you is to never fail on the promises you make. With most of the prospects you reach, you have a priori trust in good faith commitment. Don’t compromise that trust and your job is done.
A great example of this is the Ritz-Carlton Hotel’s $2,000 Employee Empowerment Grant. Each employee is authorized to spend up to $2,000 to repair a negative customer experience. That creates deep trust. People trust that no matter what, their experience will ultimately be successful when they stay at the Ritz.
Knowing leads to liking and ultimately to trust
Every time you make a decision, ask yourself how it affects your prospects’ view of your brand.
Do whatever it takes to build awareness, even if it means putting out an 18-page brochure about your product. Find out what your prospects like and don’t like. Don’t assume in advance. Finally, never, ever stop keeping your promises.
