Trust Matters-How to Build Trust and Grow Connections

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This lesson is about “Trust Matters-How to build trust and grow connections”MC3 Module 10 Lesson 5


At this point you developed some great tools to drive the value exchange for your audience when asking them to opt-in to your list or take some other desired action.

• You have many key strategies in place to help your visitors know and like you.

But how do you get over the “trust hurdle?”

• What can you do so people have confidence in your solution?


Understanding what steps you can take to build trust with your audience is important because if they don’t have confidence in what you offer there are no sales.

It’s pretty simple.

• People will not buy from companies they don’t trust.


In this lesson, you’ll walk through some simple actions you can take to increase the trust level of your visitors so they feel confident about taking the next step in the sales cycle.

• You’ll discover the common trust-building components that your website should include to grow connections with your visitors.


Over the course of this lesson you’ll walk through:

  • 5 things you can do to build trust on your website
  • Why risk-free guarantees and testimonials are forms of reciprocity engines
  • And how to ask for testimonials

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide that gives you “hands-on” training customized to your own business.


Building trust online requires a multi-faceted approach.

Here are five things that you can do to increase the level of confidence your visitors have in your website:

1) Be real

2) Be accessible

3) Use trust badges

4) Have a risk-free guarantee

5) And include testimonials

Let’s look at each of these trust-builders in turn:


First, be real.

Make sure that your site conveys the name and face of your company-and that generally includes you as the business owner.

  • Being too generic or anonymous creates questions in the mind of visitors.

They wonder if you are really a legitimate business.

  • Don’t be shy.

It has been shown time and time again that people want to relate to a real person…with a real email address.

Show them that a real person is on the other end of the website.


Next, be accessible.

The internet makes people skeptical.

  • They’re wondering: “Are you another scam?”
  • Will you take their information or money and disappear?”

Make it easy for people to contact you if they have a question.

  • Be responsive when they do have questions.
  • If they fill out a contact us form, do you contact them promptly?
  • If you are selling online do you have an abandoned cart alert?
  • Do you follow up right away to save the sale?

Show your potential customers that you are available and quick to respond and it will reduce their fear of taking the next step with your company.


Now let’s talk about “trust badges.”

  • Trust badges are simply the little “seal of approval” you see on websites.

They can be everything from the Better Business Bureau member logo, to the McAfee Secure Sign or VeriSign check-mark.

Did you know that 70% of online shoppers will only shop at sites displaying security protection according to a recent IBM survey?

  • All of these little “trust badge” displays show you can be relied on.

Better yet, they increase conversion as much as 15-30% according to various studies.


Next, let’s talk about two trust-builders that are also reciprocity engines:

  • Risk-free guarantees
  • And testimonials

With the risk-free guarantee you are offering an exchange.

  • The customer gets a chance to test-drive a product or service without worry.
  • In response they have to take the step of completing the order cycle-with the right to change their mind later.

It’s doesn’t have to be a cheesy “but wait…there’s more” infomercial type of offer.

But this technique has been used effectively for years to increase conversion.


Finally, testimonials are a successful strategy for calming visitor’s fears about using your products or services.

  • Look at this approach from the perspective of an exchange.

When do you think it’s a good time to ask for a testimonial?

Here’s a hint:

  • It’s not when you did an average job or under-delivered.

The best time to ask for a testimonial is just after you have “wowed” a customer and went above and beyond expectations.

  • Over-deliver and then ask.


You’ll be amazed at how often you get a favorable response if you first give special service.

  • It puts them in the mood to exchange that treatment for a nice testimonial.

Now you know when to ask.

Let’s get into some more details about what should be in a testimonial:


  • Testimonials are all about short stories.

What types of stories make good testimonials?

The best ones are about:

  • A problem you helped solve
  • The way they achieved success with the use of your products or services
  • How happy they are with your work or the timeliness of the delivery
  • And how thankful they are for something you did or a result you made happen

OK, the stories sound great, but how do you ask for a testimonial.


There are some common elements in the request:

  • Thanks for their business
  • A desire for them to share their story
  • An explanation of how their story will be used
  • A reminder of what their story is
  • An example of how easy it will be to do this
  • And a reassuring and appreciative wrap-up.

Here’s an example:


 “Thanks again for choosing our company for your custom deck.

 We are in the middle of updating our marketing materials and website information to better serve potential clients.

 Because you recently experienced our quality service by getting your project done in time for your son’s wedding, I’d like to ask for the favor of your time to participate in this marketing update.

 Would you be willing to write a brief (2-4 sentences) testimonial for our company?

 The testimonial can simply answer the question: “How happy are you with our work on your building project?”


 “If you agree to provide this information, please just hit “reply”

 We really appreciate your assistance with these efforts.

 We only use your first name and no address information is shared.

 Please contact me directly by phone or email if you have any questions.”

Do you get the basic idea?

Remember the goal is to make it easy for the customer to say “yes” to your testimonial request.


Now it’s time to get into your Practice Guide and look at your methods for building trust with your site visitors.

  • Walk through the checklist of the things you can include on your site and lay out a strategy to increase the use of reciprocity engines like risk-free guarantees and testimonials.

If you have questions about this process, don’t forget your email lifelines for this month.


Great job sticking with it!

In these lessons you’ve taken a giant leap over many of your competitors by grasping the powerful impact of how reciprocity engines work to increase the level of engagement with your audience.

  • In the next module we’ll get back into the nuts and bolts of growing connections with your potential customers as we walk through one of the most effective conversion tactics; email marketing.

You’ll expand your marketing toolkit with a step-by-step example in the module on “Email Marketing-How to keep the conversation going with your potential customers.”

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