How do we build Trust?

We can’t do it instantly. It takes time.

Trust is built in a series of very small moments. We have to stack trust up brick by brick. And take our time over it.

Where, though, do we find the bricks? And how do we use them?

For that, I’ll take you on a deep dive. Come with me deep into our limbic system.

Welcome to Amygdala country. That is where Trust lives.

The Amygdala plays a primary role in processing our emotional reactions and decision-making. Trust is settled by the Amygdala within a fraction of a second.

WHAT IS TRUST?

Trust is a feeling. Trust is choosing something that is important to us and making it vulnerable to the actions of someone else. When we trust, we take a risk.

So, how do we convince others, to take a risk with us? How do we convince them to trust us?

We have to earn their trust. Which takes time.

Here is a funny fact about trust:

Knowledge and expertise by themselves do NOT create trust.

It has been shown that the people we trust the most are not those who know but those who communicate that knowledge in a meaningful way. What matters is how we communicate. You can find more details in my videos on how to present the most suitable type of video.

Because we are dealing with feelings, just Doing won’t do. The basis is how we have to Be.

To create Trust we have to be:

• Authentic and
• Honest

We have to:

• Trust others first before they will trust us;
• Help others; putting this differently, we have to default to “yes” so that our first thought always is: how can I help the other person?

And, finally, we have to be:

• Patient and take the time to build trust.

With these foundations, with these attitudes in place, we can now go and Do.

Here are some basic Doing guidelines:

• Genuinely LIKE other people.
• Create EYE CONTACT, because eye contact breeds trust, and
• SMILE, but the smile must be authentic.
• Use GESTURES because our hands show intention and explanation; and
• Over-Deliver on your promises.

There you have the main building blocks to create Trust, to help others make the decision to take a risk with you.

And, yes, these building blocks can be transferred online. How do we do this? Simple, video by video by video.

And in case you are wondering what I am doing about this ‘video by video by video’ thing, this is blog post belongs no. 23 of the ‘A to Z of Video for Professional Services.’

This is at the core of my A-Z of Video for Professional Services:

Providing you with the information that empowers you to connect and build trust with your online audience; that helps you get your message right and get it out there with the most powerful online tools available; that helps you come across as a Trusted Advisor on your website and on your social media properties. You can see all of my the A-Z of Video for Professional Services on my blog.

This article was first published on the VideoMagnets.co.uk blog.

 

Your Zero Moment of Truth

Are you winning your Zero Moment of Truth?

Currently, I am sorting out my ZMOT. It is a bit of a challenge but it is at the same time a huge opportunity.

How is yours doing?

Is your ZMOT performing?

You’re wondering what I am blabbing on about?

Let me, then, introduce you to ZMOT is, why it so important and how we can take advantage of it.

The Zero Moment of Truth

‘ZMOT – Winning the Zero Moment of Truth’ was a report published by Google back in 2011.

It changed the way we look at marketing.

Up until then, marketing was thought to be a 3-step process:

First came the Stimulus, the moment when someone decided they wanted to buy something.

Then came FMOT, the First Moment of Truth, which occurred when the buyer checked out the choice of alternatives in store on the shelf and made the decision what to buy.

Finally came the Second Moment of Truth, which was the experience of whatever had been purchased.

What happened then?

The Internet happened.

You see, before the internet was everywhere, it was not easy to find reliable information. It took an effort to find reviews, comparisons or tests of whatever we wanted to buy.

We had to buy Which? Magazine, or specialist publications, or make a trip to our local library to consult these magazines there and hunt for the right recommendations.

Now, we have entire libraries at our fingertips anytime we want.

We have become massive information gatherers because there are no longer any barriers to finding information.

And because research has become easy and instantly available, people do a lot more of it.

We take more time to gather more information and to separate the wheat from the chaff, or real from fake reviews. We research, read reviews, compare, talk to friends, and to strangers on forums.

And that is ZMOT, the Zero Moment of Truth.

This Moment that happens online, on Search Engines, on YouTube and Social Media.

But just because it is called the Zero Moment does not mean that it is short. On the contrary, the Zero Moment of Truth can take a very long time compared to the actual purchase.

But however long it takes, ZMOT slots in between the Stimulus and FMOT, the First Moment of Truth.

By the time a buyer gets to the shelf, the decision has already mostly been made. It is pretty much a done deal.

That is why we have to be there when our clients begin to look for our services. At the moment of search and research, the Zero Moment.

The Zero Moment is now a huge opportunity for us to engage, connect and build trust when our future clients are looking.

Of course, for that to happen, we have to be visible, not just on our websites but wherever our clients are.

We have to be present on Search Engines and Social Media, and we have to connect. Just being visible is no longer good enough.

And what is the best medium to connect online?

Of course, it is video.

Or, to more precise, it is the right kind of video, the kind of video that perfectly suits our purpose, to win the Zero Moment of Truth.

And to precisely for this reason, to help you win your Zero Moment of Truth, I have created this ‘A to Z of Video for Professional Services.’

So, are you winning your Zero Moment of Truth?

Providing you with the information that empowers you to connect and build trust with your online audience; that helps you get your message right and get it out there with the most powerful online tools available; that helps you come across as a Trusted Advisor on your website and on your social media properties.

My aim is to empower by helping you to get it right: create, present and distribute effective videos. This is at the core of my A-Z of Video for Professional Services.  Providing you with the information that empowers you to connect and build trust with your online audience; that helps you get your message right and get it out there with the most powerful online tools available; that helps you come across as a Trusted Advisor on your website and on your social media properties.

 

 

This article was first published on the VideoMagnets.co.uk blog.