This is Part 6 Of the Fascinate Series inspired by Sally Hogshead’s sensational book “Fascinate”
Trust and blogging go together like peas and carrots.
Every respectable card-carrying member of the blogging intelligentsia will insist that trust is the price of entry. Heck, there is even a darn good book heralding the arrival of “Trust” into the world of business.
So, it feels a little weird to coldly analyze trust as a “fascination” tool. However, according to Sally Hogshead’s book “Fascinate”, Trust is one of THE most powerful tools for creating an irresistible attraction. And, If you look closely, trust can be used to bond your readers to your blog.
Oh, by the way, Trust isn’t easy to earn. You’ve gotta work your butt off to even get started. But once you’ve got it – you are cooking with gas.
3 Ways to Build Trust in Your Blog
In Sally’s book, she highlights 5 Pillars of Trust. Buy the book to learn about all 5. For today, we’ll take a look at three that apply directly to your blog –
#1 Become Familiar:
Human beings tend to like anything that is familiar. We like the predictability. That’s why most people hate change – even if it is inevitable. Familiar brands are especially powerful. McDonalds French Fries, Coca-Cola, Disney World, and the Statue of Liberty command trust because they are predictable. They don’t change and they reliably offer the same experience and feelings.
You can achieve the same with your blog. Think about your blogging schedule. Are you consistent and reliable? What about your blog’s graphics and typography? Do you always use the same cues to highlight important information in your posts? Even small elements can reinforce familiarity and create trust.
#2 Repeat and Retell:
We trust people we know. Think about your BFF. I bet you can answer almost any question about him/her can’t you. I’m sure you have stories that you tell over and over. Telling these stories reaffirms your bond and validates your trust.
The same thing happens when you repeat your personal story on your blog. When your readers hear your story they find ways to relate to you. They identify with your difficult time in high school, your nervousness on your first job, the uncertainty of starting your blog. As a rule of thumb, I coach people to tell their story until they are sick of it and then tell it some more!
It may be slightly uncomfortable for you – but invaluable for building trust with your readers.
#3 Be Authentic:
This isn’t what you think. You see, most people think that “being authentic” is about quirkiness, saucy language, and shoot-from-the-hip honesty.
It isn’t. (That’s just personality)
When it comes to trust your actions have to match your words. If you say that you enjoy talking with your readers but seldom respond to a comment then you are being inauthentic. If you preach about helping newcomers and only retweet and mention your buddies then you are being inauthentic.
Nothing destroys trust faster than failing to meet your reader’s (and your own) expectations.
Trust Takes Time
The other Fascination Triggers promise instant gratification. Lust, Alarm, and vice don’t mess around. Use them today and you will get a reaction by tomorrow morning.
On the other hand, trust likes to take it slow. To make it work, you need to post great content consistently. You’ll need to tell your story often and most of all – you need to walk your talk. You’ll be doing this for a very long time. Don’t worry though because in the end you’ll have a popular and valuable brand.
Tell me, how are you actively cultivating trust on your blog? Does this all seem like hard work? Talk to me and I’ll talk right back! 😉