Continue To Build Trust To Enhance Your Predictable Helpfulness

March 07, 2018 8:16 am


Continue To Build Trust To Enhance Your Predictable Helpfulness

Among other benefits, marketing starts to build trust with potentially ideal clients.

As our marketing messages continue the marketing conversation, we begin to develop a relationship with these potential clients.  This in turn continues to build trust to the point that potential clients make the decision to become actual clients.

From this point, it is essential to continue to build trust with clients for as long as we serve them or want to serve them.

Why Trust Is Important

Trust is an essential element of all marketing.

Potential clients must trust us before hiring us the first time. They must also trust us to continue to hire us … and to refer others to us.

Obviously, trust is the single most important criterion becoming clients’ most trusted advisor.

Most trusted advisors consistently and predictably demonstrate their trustworthiness. They say and do those unique things that their markets expect of them. These are the confidence-building words and actions that reassure that market that their most trusted advisors remain ready, willing and able to help when the need arises.

Just as we can predict how a loved one or close friend is going to behave, we want our markets to be confident that we can and will help when the need arises.

It is our trustworthiness that reinforces our predictable helpfulness.

How To Build Trust

What you say and how you look after clients demonstrates your trustworthiness. The following factors strengthen trust in both what you say–marketing communications–and client service–how you look after clients.


This is the combination of knowledge and skills that makes you good at what you do. The higher your competence, the more clients will trust you. Conversely, the lower your competence, the less clients will trust you.

There is no better way of demonstrating your competence than doing exactly what you say you are going to do, when and how you said you are going to do it. Anything less invites clients to question your competence.


You and your ideal clients should have many things in common.

Because you share the same values as they do, your clients perceive you as some one they can trust, encouraging them to make more purchases, more frequently.

Remember that ideal clients are good clients with friend benefits. And friends are like-minded people who share common interests.

Helpful Intent

You demonstrate this intent by focusing on clients’ needs before your own. The helpful factor means being selfless in serving and looking after your clients.

How can these insights increase the overall effectiveness of your marketing?

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