If I were to try and get you to sign up for a paid subscription service where you’d get regular, exclusive and high-value content, all written by me, you almost certainly wouldn’t. Why? Because I haven’t earned your trust – not least because I haven’t posted in over two weeks.*
I haven’t built a solid track record of consistent delivery for any of you to trust that your monthly subscription would be worth it.
Within the last couple of years, my mum has taken up running. Having never done much before, she has persisted in getting out and putting in the miles on a regular basis, and lo’ and behold she’s got herself up to a very respectable standard.
I think she enjoys it now, but she’ll tell you that when she started it was a slog:
“If I only went when I felt like it, I’d never have gone. I had to tell myself that it’s just something I do, not because I feel like it, but because it’s what I do now.”
The people we admire most are those who, come rain or shine, are consistent. They are consistently productive, or polite, or principled, no matter what they’re faced with. It’s that level of consistency that builds admiration and trust.
It’s not just about consistently showing up, but consistently being consistent in how you show up.
How can you show your audience that they can trust you and your brand?
*Somewhat ironically, the last post I wrote was about ‘showing up early and consistently’ in order to build that trust…