Most of us learned in Business 101 or during on-the-job training that businesses have to build market trust and credibility in themselves as well as their products and services. If we succeed in doing so, business grows. If we fail to do so, business doesn't grow or at best grows slowly. But how do we build trust and credibility within our markets and within our audiences?


It starts with our presence and with the marketing tools we use to share that presence with the right audience, at the right time and in the right place. That presence usually includes such things as a web site, perhaps a blog or a podcast, marketing collaterals, advertising, PR and so on.
For me, networking (i.e., face-to-face relationship building) is where I invest most of my energy. Asking clients to offer third-person testimonials that we then place on my marketing collaterals are important as well.
But do those things alone result in trust and credibility? Most of us apply those same strategies and tactics, so how do our customers and clients determine that we are trustworthy and credible based on those kinds of marketing efforts? Where is the innovation? The creativity? At the end of the day, how do we ensure that we build trust and credibility with our customers, clients and our audiences?


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Business Without Trust is Bad Business

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ABOUT THE AUTHOR

Lewis Green, Founder and Managing Principal of L&G Business Solutions, LLC, (https://www.l-gsolutions.com) brings three decades of business management experience. L&G Business Solutions, LLC, represents his third company. Additionally, he held management positions with GTE Discovery Publications, Puget Sound Energy and Starbucks Coffee Company.

In addition to his business experiences, Lewis is a published author and a former journalist, sports writer and travel writer. His feature articles have appeared in books, magazines and newspapers throughout North America. He has taught in public schools; lobbied for organizations both in state capitols and in Washington, D.C.; delivered workshops, seminars, and training programs; and made presentations to audiences in colleges, businesses and professional organizations. Lewis also has served as a book editor with a large publisher, the Executive Editor overseeing four magazines, and a newspaper department editor. Lewis served eight years in the U.S. Air Force, where he received the Air Force Commendation Medal.