Hi and welcome to the latest edition of Brand Stand, our fortnightly newsletter.
During the last weeks of performances, coaching and consultancy, I’ve been reminded how pivotal earning and keeping trust is.
No matter how good your PR or marketing, no matter how much you say you will do something or deliver on a promise, if you’re not following through and keeping promises, then the words are empty and the relationship with your prospect or client short lived.
All healthy relationships are built on trust.
Here are simple reminders for earning trust online and face to face: with your suppliers, your team, your website visitors, your peers, prospects and clients begin
- Give with clear intentions. We get your intentions, whether you know it or not. In your sales calls, your writing, or your networking, they eventually come through. Best to make them good ones.
- Deliver massive value early. Find out what your clients need and keep finding ways to give them what truly matters to them and their business.
- If you’re looking for cues to how do this, stop telling them what they need and start asking them what they want.
- Do what you say you’ll do. So simple but so often overlooked.
- Give a little more. Want to set yourself apart from your competitors? Go the extra mile. Help your client meet an unexpected deadline. Give a little flexibility
So many times people talk cynically about empty promises and spin. But it’s not spin if you’re delivering.
Brand is delivering on a promise.
One of the best ways to build trust is online is video, and with YouTube being owned by Google, video is also great for your Google ranking. We’re now shooting more and videos at clients’ requests, as we create case studies, testimonials, training videos and video postcards, invites and welcome videos (such as the one we created for client Claire Owen from SWIMLAB).
Here are pointers to keep your video shoots personal with technical aspects that will position you clearly, and build and maintain trust.
1. Speak to one person. Think of a friendly ideal client and speak to them as a trusted friend.
2. Pay particular attention to your sound. It's an often underrated component of shooting video, but people notice sound much more than we think.
3. Shoot in good light. We were reminded how important strong light is when working on the Sony campaign. If you're new to video we suggest a simple lighting setup is best. Keep your light even and if shooting on location, check out that location beforehand (at the time of day you’ll be shooting).
This fortnight we proudly present Brigid O'Sullivan. Brigid brings unique talents to the role of MC. She is an actress, comedienne, role player and trainer... and Brigid is also an Economic and Law graduate of Sydney University. Among others, Brigid has worked with Commonwealth Bank, RSPCA, and the NSW Chamber of Commerce.
Until next time... keep delivering on your promises.