Episode 545 Copywriting With Todd Jones Trust in Copywriting

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Show Summary

This excerpt from an SDM show podcast, hosted by Rob Cairns and featuring Todd Jones, focuses on the critical importance of trust in business and copywriting. They discuss the increasing filters of distrust people have, especially in digital interactions, leading to a need for more touch points to build relationships. Strategies for building trust are highlighted, including ensuring your business does what it promises, showcasing social proof like testimonials and reviews, and establishing credibility through positive experiences and third-party endorsements. Finally, the speakers emphasize the power of knowing your audience, demonstrating likability, and utilizing tools like storytelling and community to foster connection and reduce friction in the buying process.

Show Notes

Episode Summary

In this episode, Rob Cairns and Todd Jones tackle the critical issue of eroding trust in today’s business environment, especially in North America. They discuss why trust is paramount, particularly for higher-ticket items, and introduce the concept of the “Filters of Distrust” that consumers increasingly apply. Todd outlines three key pillars for building trust through your actions and copy, and two powerful “lubricants”—storytelling and community—that help break down barriers. The conversation covers practical tactics like leveraging social proof, the importance of engagement (and the pitfalls of “do not reply” emails), the increasing number of touchpoints required, and why building your brand and telling your story are more crucial than ever, even for AI visibility.

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Key Topics Discussed:

• The Problem: Widespread erosion of trust affects all businesses. Consumers have developed “Filters of Distrust” due to past negative experiences and constant sales pitches.
• Trust Varies: The level of trust required is higher for expensive or high-commitment purchases (e.g., jewelry, cars, services) compared to low-cost items (e.g., $5 ebook).
• Increased Touchpoints: The old rule of 7-12 touchpoints is outdated; significantly more interactions are needed now, especially for complex or high-ticket offers.
• Building Trust – Three Pillars:
  1. Trust You Do What You Say: Demonstrate expertise.
     • Use FAQ pages (also helps with AI visibility).
     • Showcase social proof: testimonials, reviews (positive and how you handle negative), awards, longevity (“Established in…”).
  2. Trust Others Say You Do What You Do: Build credibility.
     • Leverage third-party reviews (Google Business Profile, G2, etc.).
     • Engage with comments and replies on social media and email.
     • AVOID “do not reply” email addresses – they signal you don’t care about customer interaction.
  3. Trust You Know Them & Speak to Their Needs: Build likability and connection.
     • Show you understand customer pain points.
     • Connects to the “Know, Like, Trust” factor.
• Two “Lubricants” for Trust:
  1. Storytelling: Builds connection and helps people know you (e.g., founder stories, customer success stories).
  2. Community: Creates a space for trust to grow organically (e.g., Facebook groups, forums, in-person meetups).
• Mutual Trust: Trust is a two-way street between businesses and clients/customers. Sometimes relationships need to end if trust breaks down. Customers also need to trust they will receive what they paid for.
• Brand Building in Tough Times: Economic uncertainty makes brand building more important, not less. A strong brand fosters trust and aids long-term success (like Amazon during the dot-com bust).
• Brand & AI: Building a recognizable, trusted brand is becoming crucial for visibility in AI-driven search results (like Google AI Overviews, Gemini, ChatGPT).
• Essential Website Elements: Don’t neglect About pages and Founder Stories. People do want to know who is behind the business, contrary to some marketing advice.
• Personal Connection: Building genuine relationships (like knowing regular customers) fosters deep trust, although it’s hard to scale.

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Key Takeaways:

• Trust is in short supply and must be actively earned and nurtured.
• Building trust requires demonstrating expertise, credibility, and empathy.
• Storytelling and community are powerful tools for fostering connection and trust.
• Engage genuinely with your audience wherever they interact with you. Ditch the “no-reply” email addresses.
• Invest in building your brand and telling your story, especially during challenging times. It’s crucial for long-term success and future visibility.