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Show Notes

It has been said it is better to be trusted than to be loved. We are intrigued by trust. Our governments, economies, and even our personal lives are completely built on trust. In business, if a customer trusts us they’re more willing to buy from us. How does a company build trust with customers at scale? How do we break through the noise of our digital world where consumers are less trusting than ever? This podcast seeks to answer these two questions and will focus on the ultimate keystone marketing metric that matters - customer trust. 

Complete Podcast Transcript

(This transcript was created using software. Please be advised that it won't be 100% accurate, and it may contain formatting errors.)

Jacob Harmon:

[00:01:06] Let's go back in time for a moment, maybe 10, 20, 30, maybe even a hundred years ago and think about how business has changed and how we used to do business versus how we do business now. If you think about it, we used to do business with people. It used to be that you would literally walk into a shop in your local neighborhood. And the shop owner was probably someone you knew on a first name basis.  A lot of times, business would be a very small knit community, a very small economy, at a local scale.

[00:01:39] Now, things have changed a whole lot. If you think about it, we now live in this digital world where you can literally at the click of a button instantly buy just about anything, any product or service you could think of.  The interesting thing is that when we click that button, we don't know who's on the other end. We don't know no who invented that product, who manufactured that product who's packing and sending that product to us. The personal aspect of business has all but disappeared in a lot of markets and industries. That doesn't change the fact that, as humans, we still think about things in the same way. And we crave personal relationships and connections.  

[00:02:23] In fact, if you think about it, even Amazon. As impersonal as it may seem, has created a layer of trust so that you're willing to purchase from them. If you don't like the product, Amazon has great return policy. it's easy to check out. It's  easy to make payments. And you know that the end seller isn't necessarily getting all of your personal information because Amazon is that intermediary. They are the ones that are handling all the transaction. So even when we're dealing with impersonal people, through the internet, Oftentimes, we protect ourselves by putting a layer of trust between us and them.

[00:03:02] You've likely heard the quote: "all things being equal, people will do business with and refer business to those people that they know like and trust." And this is a very common thing that all of us marketers have heard before people do business with those that they know like and trust.

[00:03:24] So the real question is how can your brand and your business create a trusting relationship between you and your potential customers and clients on scale when you don't have the luxury of being able to talk to every single person you're ever going to do business with, how do you build trust and a sense of community so that people get to know like, and trust you. It's a very interesting problem to solve. And it's one that. Really at the end of the day, it fascinates me. It's something that I'm super, super interested in because we're bombarded every day with these sales messages and advertisements. In fact, I think that people are actually less trusting than they've ever been before.

[00:04:13] People naturally have a lack of trust for large institutions. So how do we change that? How do we make sure that your brand is the type of brand that a customer trusts to do business with? Those are the questions that I'm going to be diving into in this podcast.

[00:04:31] And I'm really excited to do  so We already have a bunch of guests lined up some experts in their fields to come on and talk about how you can build trust with your brand. I'm really excited for this podcast. I know that it's going to provide a lot  of value. As I've worked with my team to build this podcast.

[00:04:53] I've thought a lot about how I want to build a podcast that I would listen to something that is really solving a problem in the world. And I hope that this is that for you. I hope that this show is able to solve a big problem for you and your business. Thank you so much for listening. I really appreciate it.

[00:05:11] I look forward to. Getting to know you better and building some trust with you. Thanks.