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A voice of confidence and trust

Online relationships are like friendships. People want to be comfortable with you before they do business.
The reality behind a promise is revealed through your own experience Did your last holiday live up to expectations? Was the online content true and accurate in your experience? If so, you're likely to recommend a friend or book again.

Confidence and trust arise out of fulfilling promises over and over again. And can be destroyed in seconds by a wrong word or action.

So it's important your business has a 'voice' capable of building rapport as well as being clear and accurate.

Tips for building confidence and trust

Many factors influence confidence and trust such as quality standards, products and services, management style, investment, research, training and recruitment. My focus here is on the messaging.

• Be clear what you promise.
  Don't exaggerate benefits and always deliver more than you promised
• One of the best ways to build confidence and trust is do exactly what you say you'll do. Keep doing this and you'll be remembered for integrity.
• Be the voice of a friend. Write in the first person.
  Using 'I' or 'we' might sound odd or insincere for a multinational company with thousands of employees. But first-person copy can be written for heads of departments such as personnel, customer services and technical support.

I recently wrote a statement on behalf of the MD for a recycling company introducing their online business.

• FAQ pages (frequently asked questions) work best in the first person, especially with a photo of the IT manager.
• When things go wrong. Explain how you'll put them right.
  Be clear about your policy on delays, refunds and returns.
  Always give a name. Use 0800 or 0845 numbers.
• Customer service and technical support queries provide opportunities to turnaround departing customers and repair goodwill. A good customer care letter or e-mail will often win customers back.
• Guarantees are highly effective. They reduce doubts and make it easier to do business. Only offer guarantees you can honour.
  

In the next issue I'll be explaining 'me-driven' copy and how to avoid it.
Bye for now
Francis

Francis Newman is available for further advice and help on 08700 780 597
www.message-matters.com
Strategic messaging that grows your business
E-mail: Francis@message-matters.com