Should you focus on capturing attention, or building trust? Attention is fleeting, but trust lasts.
The Trust Paradox
Marketers often equate more engagement with deeper trust, however, research suggests that as trust in a brand increases, the need for consumer attention decreases.
Moments of Truth vs. Trust
“Moments of Truth” in the customer journey overlook the cumulative nature of trust as a result of consistent interactions over time. This challenges marketers to focus on creating content that both captures attention and fosters trust.
- Moments of Truth: While beneficial in the short-run, consistency is key in establishing a relationship between customer and marketer.
- Cumulative Trust: Trust is built through consistent, reliable interactions rather than any one moment.
Building Trust Through Content
Content must be risk-appropriate, familiar, and valuable to respect the consumer and leverage exposure. Familiarity breeds trust, a commodity that must be carefully cultivated over time.
- Risk-Appropriate Content: Tailoring content to minimize perceived risk can significantly enhance trust. Don’t be pushy and meet the customer where they are at.
- Consistent Value: Regularly delivering small but valuable pieces of content can build familiarity and trust with your audience.
While capturing attention is important, building a deep sense of trust with your audience is invaluable for long-term loyalty.
