If people know, like and trust your content, they will want to do business with you.
It doesn’t take a top-notch marketing team to figure that out. And yet many brands fail on one of these crucial elements far too often.
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 your performance.
It’s easy and straightforward to say all that, but what does it practically mean? 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 about on a deeper level. To get to that level, you must actively and directly share information with potential customers.
This does not necessarily mean that you should write an essay on your About page. It also doesn’t mean that every interaction with potential customers should highlight every aspect of your business.
Sometimes what is not said tells an important story. Keeping things simple sends a message that your brand is focused and dedicated to no-nonsense results. At the same time, if you’re just starting out, it’s a good idea for people to explicitly know the details of the brand.
In 1983, Apple Computers published an 18-page booklet called Introduction to the Macintosh in Newsweek. They saw those 18 pages as necessary to convey their concept before the launch of the Macintosh. Compare that to Apple’s current approach. The more prospects that know you, the less you have to work on this step.
What does it mean to like?
The first thing to make amends with is that not everyone will like you or your brand.
Some prospects just won’t like your approach to sales, or they just won’t like what you’re offering. It’s okay, as long as you know why.
Every marketing decision you make puts you in a category. For every person who likes the way you relate to them, there will surely be one who doesn’t. Your job is to find out why they like you or don’t like you.
Sometimes you will find that it is not worth sacrificing your values to make some people like you. It’s okay to make that choice, as long as you know why you are making it.
One of the things that most people don’t like is being sold to you. It is not a pleasant experience, especially if it is obvious. To get people to really like your brand, instill value in your content.
There are many ways to make your prospects like you, but the key is that you have to give them something that they like. Your brand should have some character, as it is difficult for you to like something bland and boring.
What does it mean to trust?
This is the easiest to get right, yet many get it wrong.
Humans are naturally trusting. We believe most of the things we hear. Otherwise, it would be impossible to carry on a conversation.
All you have to do to get prospects to trust you is never fail on the promises you make. With most of the leads you reach, you have a priori rely on the commitment in good faith. 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 happens, their experience will ultimately be satisfying when they stay at the Ritz.
Knowing leads to liking and ultimately trust
Whenever making a decision, ask yourself how it affects your prospects’ vision of your brand.
Do whatever it takes to raise awareness, even if it means publishing an 18-page brochure about your product. Find out what your potential customers like and don’t like. Don’t assume in advance. Finally, never, never fail to keep your promises.