“Building trust” while marketing your important work need not be a mystery. Here’s why we don’t trust you:
Because we can tell that you’re reading a script. Whether it’s on a sales call or a video for Facebook, we can hear it in your voice. We can see your eyes dancing along the autocue. We know that thoughts aren’t with us in this moment, so we wonder why ours should be with you.
Because we’ve seen this all before. We see your $997 online course and boilerplate ad script. We judge you by the leaders you look up to, that teach you to charm the dollars away from those who need them more.
Because you were afraid to be real with us. We can tell when someone’s being brave. When someone is doing important work for important reasons, something we can get behind. When you pick out gifts just for us, and when you regift last-minute.
Exactly who are you doing all of this for?