I’ll give credit where it’s due and the idea for this blog came from the most awesome name for a company that does marketing – UnMarketing.  Scott I salute you! The ‘unmarketing’ approach is exactly what I think the world of communications needs. “It’s all about positioning yourself as a trusted expert in front of target market, so when they have the need, they choose you.” Scott Stratten, UnMarketing.

Examining trust
Dictionary.com defines trust as, “Reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence.” It goes on, “The obligation or responsibility imposed on a person in whom confidence or authority is placed: a position of trust.” This got me thinking. Do we automatically inherit a position of authority because we are offering a product or a service? Yes and no. Yes, because when you offering something to potential customers it is your responsibility to ensure you provide something worth the money they are paying you. Don’t abuse your position as service or product provider by using your jargon infested language and hard sell cajoling to confuse people into buying. The answer is also no because you certainly do not automatically gain a position of authority or trust.

Unravelling you marketing to gain trust
So, how does this relate to your marketing and communications? Here’s a three point guide to achieving communications that can contribute to achieving a strong connection to your target audience so that when they need your service or product they choose you. Continue reading →