Authors Dan S Kennedy and Matt Zagula theorized that there are 10 possible sources of trust that prospects give to a company. It was detailed in their popular book entitled No B.S. Trust-Based Marketing.
“People trust for the wrong reasons. By understanding how people actually come to trust, based on the above sources and others, you will be able to deliberately manufacture maximum trust”, the authors said.
Trust is valuable resource that a company should aim for. It not only cements a reputation in the minds of the public, but it also gives confidence by knowing that everyone regards your company as a dependable enterprise. The book emphasizes that marketers should draw trust from customers using these “sources” as a long-term business investment:
- Credibility is established through consistently publishing or declaring content that through time are considered fundamental facts in a field of knowledge.
- Through demonstration, a company embodies the “seeing is believing” concept of gaining trust.
- Authority, compared to credibility, is usually associated with rank, function or prestige in a certain community. W
- ithout really doing anything, a company may still earn the people’s trust by virtue of just being an authority figure.
- Longevity is closely related to the previous, but doesn’t necessarily require high ranks. When a company has been in the business for quite a while, people trust it and peers listen to it.
- A company may also gain trust by being a celebrity among the people. For instance, a person who has never used an iPhone or iPod would still trust Apple only because the name is popular.
- Meanwhile, familiarity is not just about being popular, but is also about having a prior experience that makes one aware of how a company works.
- Affinity is influenced by a shared history or fraternity, as to a previous employee who trusts his former employer, or trusting a company founded by people you know very well.
- People also trust a company just by virtue of strategic placement, like trusting your local Wal-Mart more than you trust a big-time mall.
- Second-part transferral trust is gained thorough endorsements from other people as well as those reputations that are built from monetary publicity.
- Frequency is established when a company has become the go-to resource for a certain product or service, therefore leaving the customer no choice but to trust a proven and tested formula.