A Name You Can Trust? | Be Real Do Better – The Small Business Marketing Show, Ep. 21

A Name You Can Trust? | Be Real Do Better - The Small Business Marketing Show, Ep. 21

The people and businesses I trust don’t have to tell me to trust them. I already know that I can.

But when someone I don’t know says, “Hey, you can trust me,” I am immediately apprehensive.

Perhaps that’s yet another reason why I feel so much small  business marketing pushes people away as much as (if not more than) it connects:

You keep telling me to trust you, which actually makes me trust you less.

Here’s the thing about trust:

We can say whatever we want. But when it comes to trust, in my opinion and experience, what we do is more important than what we say.

To put it another way, the more someone feels the need to keep telling me I should trust them, the less likely that is to happen.

And so when marketers keep saying, “trust me,” “a trusted name,” or, “a name you can trust,” it rings hollow. It may be true, but everybody says you can trust them! So when we hang our hat on a lazy advertising cliche like that, we’re lumping ourselves in with all the others.

Who can we really trust?

“You can trust me!”


That’s what they all say.

As I said, it may even be true that I can trust you. But that’s what they all say. And because of that, a self-proclamation of trust is a repellent phrase for local marketers.

Let the fact that you know people can trust you be enough. Don’t turn your valuable message into white noise by lumping your language into the same boiling pot of advertising cliche that’s long-since drowned all the rest.

In this episode:

– Why some “your word against mine” phrases like these often hurt your message more than they help … even if what you’re saying is true.

– Putting in perspective: How do you feel when a stranger tells you to trust them?

– Reality check: Do the people you know you can trust have to constantly remind you that you can trust them?

Key Takeaway(s):

When it comes to cultivating trust, if you’re actually doing it, you won’t have to say it. Keep in mind that, when it comes to marketing, many of the people who say it don’t actually do it. So when you keep saying it, you’re lumping yourself in with them, and you’re better than that.

What to do instead?

How about inviting people to see why others have trusted you?

How about suggesting you’re proud to have built the trust of a lot of other people in your community, and that you’d welcome the opportunity to serve me and hear what I think?

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