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Trust Killers

by Randall Craig on May 13, 2016

Filed in: Blog, Branding, Make It Happen Tipsheet, Marketing

Tagged as: , , , ,

How much does your organization invest in marketing?  Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media.  Any way you look at it, the investment is substantial.

Yet despite this focus, and despite all of this strategy, why is marketing so often ineffective?  Is there a factor that silently gnaws away at this investment, often hidden from obvious view?  The answer, unfortunately, is yes.

Marketing has but one goal:  to build the organization’s brand.  All else, from generating awareness to generating leads, flows from this.

Building the brand means building a trust experience.  It happens at every touchpoint: in person, over the phone, via email, advertising, traditional media, and on the web.  So while the marketing investment might be building the brand up, a particular person’s experience at a touchpoint might be tugging the brand down.

Here is a list of some of the key trust-killers:

  • Disappointing product or technical capabilities
  • Not keeping your promises
  • Poor service experiences
  • Focus on what is best for your organization, vs what is best for the client
  • Personal greediness and ego
  • Social Media narcissism
  • Forgetting key details – such as their name and their priorities
  • Lying, Cheating, Stealing

This week’s action plan:   Trust-killers are the boat anchors keeping your marketing ship from reaching full speed. This week, look at your marketing plan through the trust lens: how much of the plan is focused on reducing or removing trust killers?  And then look in the mirror: is there one thing that you personally are doing that reduces others’ trust in you?

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Randall Craig

@RandallCraig (follow me)
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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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