Do You Want To Build Trust In a Low Trust World?
Share Authentic Stories.
One of the most powerful insights in sales and marketing over the last decade (even though we have known this as a species for thousands of years), is that… WE the people, collectively or as individuals relate to real stories and enjoying good, authentic storytelling that conveys a powerful and effective message.
But no matter how often we hear this message being related, there seems to be a huge failure… ‘a disconnect’ if you will, in delivering on such a simple promise.
Marketers and advertising companies will tell you, it is difficult to have people believe in the message that they are trying to create. Whether it is to encourage people to take action, or to inform them about changes that are taking place in a myriad of situations, or convincing people to look at and engage with a new idea, people have difficulty in trusting the message and the messenger.
You may well ask, “What is the reason for this?”
Truthfully, I don’t know if there is a simple answer to this question, but let’s have a look at a few possible reasons.
I think that we have been marketed into mental oblivion.
What I mean is; the marketers and advertising agencies have given us bigger, brighter, louder ads with the primary focus of getting our attention. Unfortunately, because of this attention seeking… THE MESSAGE… is totally lost.
In fact, because the focus is almost totally about getting our attention through clever, but confusing branding, marketers are making promises that can’t be kept or sustained by their clients… which then creates distrust about a product or brand.
For example (and this is not a criticism, just an observation), two of the most recognized brands in the world are Pepsi and Nike.
Pepsi’s ‘Next Generation’ brand, does nothing to tell us about a refreshing, energising drink that we might enjoy, it just positions itself against its competitors in the marketplace. People don’t really care about Pepsi, they care about themselves.
Nike’s, ‘Do It’ brand, really doesn’t mean anything to a consumer (although they have spent hundreds of millions of dollars trying to explain this concept). It doesn’t talk to us about comfort, support, strength, durability or how their footwear and clothing lines will make our lives better. Besides, if you ‘Do It’, what are you doing? What is it, and what does ‘it’ mean… really?
So… confusing marketing, everyone promising everything and nothing, guarantees that don’t guarantee anything, and an ‘en masse’ assault on our senses that has become little more than a massive blanket of static and white noise in our lives that we are constantly shutting out because of sensory overload… WOW!
No wonder we live in a ‘low trust’ world, where we question almost everything and fail to receive satisfactory answers to our questions.
What a challenging marketing environment for any person who wants to promote their business to be in!
So how do you get your message across?
I believe that the solution is in the title of this article… “sharing authentic stories”.
Sharing implies relating information that is more than just a sound bite. It is relating information that engages with your audience, so that they can feel the story unfold and identify with it… through the experiences… yours and other peoples… that you are sharing with them.
Authenticity is about, being REAL, sharing true stories, ideas and concepts that your audience can relate to directly and know that it hasn’t been cleverly constructed to get them to do something.
For example, the story of Steven Bradbury, Australian speed skating Olympic gold medalist, is a true story, heartfelt and inspirational. Real stories from our lives or the lives of our friends have the impact, passion and genuineness that deconstructed stories rarely deliver.
Relating authentic stories starts to put the trust back into a low trust world, so that people not only feel better about themselves, but also about others in their lives.
You’re genuineness and authenticity, instead of trying to convince people, will actually ENGAGE them and create ATTRACTION for your ideas, thoughts and concepts, your message, as it were.
By creating this attraction, your interaction with your audience will be very fulfilling, both for them and for you.
Share yourself, your life and your experiences, the lessons you’ve learned, the failures as well as the successes.
Become a real experience in an unreal world for your audience.
Thanks for reading,