The Three R’s of Building Trust

When you ask a prospective client to hire you, you ask them to place a considerable amount of trust in you. This trust requires confidence in your competence and your commitment to acting in their best interests. It also involves certainty in your ability to safeguard their life savings and faith in your skills to address their financial issues and help achieve their goals. It’s a significant ask, especially from someone just getting to know you.

So, how can you cultivate this trust through your marketing? The answer lies in utilizing the three R’s in your marketing strategies:

Recommendation: A testimonial from someone who has worked with you helps build trust. This “R” can include client referrals or endorsements from centers of influence, or client reviews on platforms like Google or Yelp.
Research: Prospective clients will likely conduct an investigation to assess your trustworthiness. They might visit your website, scrutinize your social media presence, or use search engines to learn more about you. They might also inquire within their own networks to gauge your general reputation.
Repetition: Familiarity often breeds trust. By consistently showing up on a prospect’s radar—through social media posts, newsletters, community event sponsorships, published articles, or advertising—you can create a sense of familiarity that, over time, contributes to trust-building.

Written in collaboration with artificial intelligence (ChatGPT-4). Edited by a human.