Want Clients? You'll Need This | Fix Your Broken Marketing

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The motto “In God We Trust” is on all U.S. currency. It’s fairly common to see signs (especially in New York) that add “all others pay cash.”

Why?

Because of a lack of trust. Cash can be faked, but it’s hard to do. Store owners trust cash more than checks or credit cards.

Why is trust important?

Last week, responding to my post (Why People Buy) Josh asked,

Would you say that a peer to peer recommendation via a social network helps frame a purchase in a more logical manner?

I believe that there is now a stark difference between those smart copywriters who know just what to say and those friends we have in our personal networks who make a genuine recommendation to help us.

The problem with social networks is that brands are in effect trying to become that trusted friend immediately. They think that because you’ve given them permission to broadcast on your Facebook feed, they are in!

Trust leads to more sales

Recommendations are great if they come from someone you trust. The most effective recommendations are from people you actually know (a real-world friend), or an online friend, or a well-respected authority in the field (Brian Clark on copywriting or Chris Brogan on social media).

Big brands often use celebrities for this reason, hoping that the “glow” from the star will extend to their razors or shampoo or cars.

But do you really know Tiger Woods? Apparently, we didn’t.

If your readers/fans/subscribers trust you, and trust the recommendations you make, yes, they will buy. Not only because of smart copywriting (though that certainly helps, says the smart copywriter), but because of trust and because of a relationship. If you skip the hard work of building the relationship (and lose the trust) you won’t get the sale.

Before you start friending or becoming a fan, stop and think are you starting a conversation, or making a big social media marketing mistake?