| Trust: Hard to Get, Necessary to Have |
Trust is the lifeblood of a strong company. People need to have trust in them if they’re going to remain loyal, and trust can be the best way to get a very strong, consistent customer base.
But what exactly is that trust, and how do you go about getting it? Trust comes in a number of different forms.
Wal-Mart is trusted because of the low prices they offer. People trust that when they go into the store they’ll get a good deal. Hy-Vee makes themselves known for their friendly services. Their tagline focuses on the fact that they’re a family run company. Best Buy uses its knowledge of the industry to gain trust. Technology can be complicated, but if you go to them, they’ll have people ready to explain anything you need.
Each one has focused on a different area to gain trust in, and if you want your company to develop that same strong level of trust, you’re going to need to do the same.
This becomes particularly important when it comes to the way you advertise yourself. The first thing you need to do is decide what your focus is going to be. Is this about good prices, great services, excellent knowledge, or something else? Every penny you spend on color printing and advertising needs to have this focus.
And the type of focus will dictate what kind of advertisements you’ll want to get done. Low prices work best with short forms like postcards, flyers, posters, and so on, while a more in-depth knowledge of the field will need brochures to get all that information to people.
But of course, if you really want people to trust you, than you need to go beyond just saying it in your advertisements. Take the previous example of Hy-Vee. They not only emphasize the family owned aspect in their advertising, but if you go into the store the employees are dressed in nicer attire than you would expect at a grocery store. In fact, I usually first think I’m looking at a manager given the way the person is dressed, but this is simply how all of them dress, which gives the image of equal importance among their employees, which further pushes the idea of strong employees.
Walk into a Wal-Mart and you’ll see signs everywhere proclaiming low prices, or go into a Best Buy and you’ll see information centers everywhere and people standing around waiting to answer your questions.
You need to embrace your focus point with just as much enthusiasm if you want people to come to trust you truly are what you say you are. Your advertising, your color printing, your building, your employees, your everything needs to be imbued with your message, and only then will you start to see people come to trust you.
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