Building trust with your business blog
“Big idea: People want to know that you are real. That you are decent, kind and trustworthy. They want to feel you and sense you and look into your eyes to see what you are made of. They want to know your passion for whatever it is you stand for. And when they sense that you are the real deal, they will open up to you. When they see that you have their best interests in mind, they will trust you–and keep your best interests in mind. Once they get that you are good, they’ll be good to you. And your career (along with your life) will get to a place called world class based on those trust connections.”~ Robin Sharma
One essential ingredient for everyone seeking to build their business via a blog is trust. It’s not just for some businesses or some bloggers, it’s for everyone.
Ways to use your blog to build trust with your customers/clients
- Tell the truth. Though it may not always be easy or pretty, it’s the backbone of trust. If you’re not being honest and up front, it will have a negative impact on your business (and your psyche, health, relationships, etc.). Many times we lie out of habit or because we think the truth is either (a) “not good enough” (i.e., the truth isn’t impressive or compelling enough) or (b) not something others want to hear. Start telling the truth (begin with telling yourself the truth) and notice how much easier things actually become (no more stories to remember or stress to feel worrying that you’ll be “found out”). Blog specifics–If you quote from someone else’s content, give attribution and a link. If another person’s idea inspired your post, your blog design, etc., give them credit. If your credentials are XYZ, say so.
- Be authentically you. Not everyone will like you or want to do business with you, yet when you show up–in your office, on your blog, at a networking event–as yourself, people will at least know who they’re considering doing business with. Plus, as one of my favorite quotes (from Fanny Brice) reminds us, “Let the world know you as you are, not as you think you should be—because sooner or later, if you are posing, you will forget the pose and then where are you?” Blog specifics–If you’re quirky, let your blog reflect that part of you. If humor is important to you, make sure your funny bone shows up in your posts from time to time. If you care about a cause, feel free to advertise it in your sidebar, your “about” page, or somewhere else your blog readers can find it.
- Respond rather than react. The blogosphere (and any virtual environment) can be particularly prone to ranting about people, things, and issues. My personal opinion is that such vitriol or bitchiness turns most people off and is never good for business. Blog specifics–When you find that you’ve got your knickers in a knot about something, go ahead and write a blog post, venting your anger and shock, and tell the world what they should do to seek justice. Then, instead of hitting the “publish” button, calmly click “save” so you’ll be able to review what you’ve written at another time to see if it’s really something you want your name and business attached to for eternity.
- Ask questions. Just as airplanes can fly on autopilot, humans can operate on assumptions. Though autopilot may work well for aircraft and pilots, I’ve found that assumptions can be the cause of many relationship snafus. Get good at asking questions of those whom you serve. Go straight to the source and seek input from them instead of relying on a third party to do your research for you. Blog specifics–Respond to actual questions from your customers. Ask your blog readers what matters to them, what they want to learn, or what value they’d like to receive from you. Though you can, and likely will, use third party information on occasion, I encourage you to make a habit of getting as close as you can to the source of the information.
If you have advice on how to build trust on a blog, please drop a line in the comments section or send me a message via my contact form. Also feel free to send in your best case blog scenarios to showcase your success or ask a question if you’d like some specific advice.
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Hi Shonnie,
Some great points here. We see so many people reacting to situations in a negative way, unknowingly harming their repuations. I like your ‘respond rather than react’ term. Very apt.
I hope all’s well with you.
Comment by David Airey :: Creative Design :: — June 29, 2007 @ 5:00 am
[…] Blogging Strategy: Build Trust and Rapport, by Greg Balenko-Dickson, professional business coach. Building trust with your business blog, by Shonnie Lavender, blog […]
Pingback by 5 easy steps to building trust online : David Airey :: Creative Design :: — June 29, 2007 @ 7:24 am
Hi David, or should I say “Cheers”?
Thanks for your thoughts and the link from your post 5 Easy Steps to Building Trust Online. I firmly agree with your comments regarding advertising, including your portrait, and having a visible contact section. You had lots of other good discussion as well (including some additional thoughts I added).
Peace,
Shonnie
Comment by Shonnie Lavender — June 29, 2007 @ 2:31 pm
You’re very welcome for the mention, Shonnie. I enjoyed your article and thanks for stopping by my blog to leave your thoughts.
I hope you have a great weekend.
Comment by David Airey :: Creative Design :: — June 30, 2007 @ 9:40 am
[…] Shonnie Lavender’s Building Trust With Your Business Blog […]
Pingback by Are You Building Trust With Your Target Audience? - Dawud Miracle @ dmiracle.com - (formerly Healthy WebDesign) — July 4, 2007 @ 9:53 am