Trust

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?

Sam


*Somewhat ironically, the last post I wrote was about ‘showing up early and consistently’ in order to build that trust…

Nobody gives a s**t

The other day I read something in the brand and marketing Twittersphere that went something like this:

“The only people who care about brands are the people who work on them – no-one else gives a shit. If a brand disappears, the world will just go on as normal.”

There is an element of truth to this. It’s always easy to overstate the importance in global terms of something you happen to have a particular interest in. It happens all the time in politics, sport, universities, and places of work all over the world.

But I’m not sure I agree with the thought entirely.

Most people don’t care about most things, that’s just the way it works. But isn’t the point of creating a brand to at least try and overcome that? To matter to someone? To have achieved a level of important those who *are* interested in your particular field?

If you’ve done it properly, someone should miss you if you ceased to exist – even if everyone else ‘goes on as normal’.

Your aim isn’t to get everyone to ‘give a shit’, but just the right amount of people to make a real impact.

Sam