Trust Cast
Website Squirrel
It has been said it is better to be trusted than to be loved. We are intrigued by trust. Our governments, economies, and even our personal lives are completely built on trust. In business, if a customer trusts us they’re more willing to buy from us. How does a company build trust with customers at scale? How do we break through the noise of our digital world where consumers are less trusting than ever? This podcast seeks to answer these two questions and will focus on the ultimate keystone marketing metric that matters - customer trust.
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Top 10 Trust Cast Episodes
Goodpods has curated a list of the 10 best Trust Cast episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to Trust Cast for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite Trust Cast episode by adding your comments to the episode page.
12/08/20 • 38 min
Is it possible to be inauthentic precisely because you are trying to be authentic? Well, yeah! This week’s Trust Cast is all about engineering the perfect trustworthy brand. To do this, you need to be true to your purpose and values.
Meet Jennifer
Jennifer helps entrepreneurs grow their business by bringing in more (and better) clients. She helps them create a professional strategy and plan that maximizes their marketing so they can attract those ideal clients consistently.
- Jennifer started her career as a software engineer.
- She was always interested in UX and the experience that a user has when they interact with software.
- Jennifer started her own business and had to do marketing and she realized that there were a lot of parallels between software engineering and marketing.
Engineering a Brand
- Engineering is finding a creative solution to a problem.
- There are a lot of ways to accomplish the same thing. The trick is finding the BEST way to accomplish the task. What’s the most efficient way to achieve the goal.
- At the end of the day, you start with a goal and create a step-by-step process to get there.
- It’s the same way in business. There are a million ways to make money.
- Marketing is the engineering to figure out how to get there.
Finding a Purpose
- A brand is all about having a purpose and values.
- Jennifer worked with an opera singer who wants to completely change the industry and achieve equal pay for women and men.
- Now that they knew the purpose, they needed to find the ideal client to align with that purpose.
- Talk to your target audience and learn about their pinpoints.
- Find data that backs up your assumptions.
How to make an authentic brand
- Don’t make the mistake of keeping your brand in your head. Write it down!
- Distill your brand down to a core framework.
- Every decision you make should now be run through those core messages to make sure they align with your brand.
- Your actions need to align with your brand values.
- Don’t fake it!
How do you come up with the right values?
- You already have an innate set of values inside yourself.
- What are you personal values? Start there!
- If your business values don’t align with your personal values there will be a misalignment, and it will come back to bite you.
- Other people that have the same values as you will be attracted to your business.
- Marketing is asking someone on a date. Branding is what makes them say yes.
Let's Talk about "Authenticity”
- Authenticity is a big buzz word right now.
- Everyone wants to be authentic.
- What does authentic actually mean though?
- If you have to try to be authentic, you’re automatically being inauthentic.
- Podcasts are a great way to learn who someone really is.
Execution: Creating a Trustworthy Brand
- Put your money where your mouth is.
- If you claim to be a high-end business, you need to make your experience “high-end”
- Create an incredible customer experience from the beginning.
- Great brands treat their prospective clients as if they’ve already spend money with them.
How Can We Convince More Businesses to Invest in Branding?
- It’s all about education. Thankfully, the market is moving in the right direction.
- We need to show them what is possible. Think about the lost clients that come because of bad branding practices.
- COVID seems to have helped. Big brands are creating great value messages.
- The Gen Z and Millennial generations care about brand. They are willing to spend more money to get a brand that they align with.
Funnels and Automation can Kill Relationships
- Funnels become an excuse to say that loosing potential clients is okay.
- We should only loose prospects if they don’t align with the brand and aren’t the right fit.
- We need to create real relationships and real interactions with people.
- Automation is a double edged sword. It can be a powerful tool, but it can also take human relationships out of business.
- Do something at least 5 times before you automate it.
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12/29/20 • 27 min
The most powerful way to be successful and profitable is by giving. If you give, or provide immense value to others, you will set yourself up to receive value back.
What’s the difference between a Go-Giver and a Go-Getter?
- The premise of the book is that shifting your focus from getting to giving is actually the most financial
- Giving is defined as: constantly and consistently providing immense value to others.
- Giving is a more fulfilling way to do business... It’s also the most financially profitable way to do business.
- Being a go-getter isn’t bad though. Being a go-getter means you have initiative. Go-givers are focused on providing value. Simply don’t be a go-taker!
- Go-takers tend to be frustrated because they often don’t have the success they think they deserve.
What is value?
- Everyone is talking about the importance of providing value, but what exactly is value?
- Value and price are not the same.
- Value is the relative worth or desirability of some thing to the end user or the beholder.
- In order to understand value, you need to determine their perspective and what they value.
- Everyone has two types of value: intrinsic value and market value.
- We all have intrinsic value because we simply exist.
- Market value is the combination of strengths, traits, talents, and characteristics that allows you to bring value to the marketplace in a way that you will be financially rewarded.
- Don’t look at value from your perspective! Look at it from the end user’s perspective.
Law of Receptivity - How Giving Leads to Receiving.
- There is nothing about being a go-giver that means you should be taken advantage of.
- If you give value to others, it creates a benevolent cycle that allows you to receive.
- The treacherous dichotomy or the false dilemma: are you a giver OR a receiver.
- We can actually be both a giver AND a receiver.
- The world gives us horrible messages about money and prosperity. Having a lot of money doesn’t make you bad.
100% Relationships
- In business (and personal) relationships, we often have 50/50 relationships where we “keep score”
- These relationships don’t make it very far. It’s much better if both sides of the relationship are giving 100% effort into the relationship.
- What if the other person isn’t 100% invested?
- If they’re simply evil or dishonest, don’t do business with them.
- If they just simply aren’t a go-giver, you continue to operate as a go-giver but you set clear expectations and limits in the relationship.
How can Large Corporations Adopt this Go-Giver Mentality
- Corporations are made up of people.
- Leaders of the organization should create a culture that’s focused on giving.
- If you don’t work in leadership, you can influence in your sphere. If the company refuses to change, make plans to make a change.
- Cultivating a culture of giving cultivates a culture of growth.
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01/18/22 • 58 min
Jason Vana, of Shft Marketing discusses LinkedIn Marketing tips, content marketing, brand identity, lead generation and transparency. This podcast is all about how to generate leads the correct way: the way that builds trust and loyal clients.
LinkedIn and Content Marketing Tips
- Content is a branding exercise.
- Use LinkedIn to generate leads.
- Pick ONE main topic to focus on
- What are you passionate about?
- What does your target market really want?
- What’s gonna make you money? (if that’s a goal)
- What do you wanna be known for?
- Be Unique. Be you. Don’t copy others.
- Don’t be a knockoff brand.
- Branding is Identity
- Marketing is promoting that identity.
- Help them with no expectation of making money. Be the solution.
Gated Content and Leads
- Give it ALL away for free - they will trust you.
- Gain trust. Don’t gate your content by asking for email addresses.
- Too many companies require an email address for everything and then immediately spam their “leads.”
- Don’t do this. The best way you can gain trust with your leads and clients is to serve them.
- Give content away for free.
- I will tell you how to do it for free. I’ll charge you to do it for you.
- Help is free.
- It’s still selling, it just does sound or feel like it.
- Be a resource.
Newsletters
- Email Newsletter Checklist (Shft Marketing Guide)
- Before launching your newsletter, but a CTA (call to action) at the bottom of all of your posts telling people that you are launching a newsletter. Get people to start signing up.
- FIRST comment on all LinkedIn posts: “Did you like this post? Sign up for our free newsletter at this link...”
- The newsletter should be the product. People should sign up because they actually WANT to get your emails.
Connect with Jason Vana
Shft Marketing: shft.marketing
Email Newsletter: shft.marketing/insider/
FREE Guides (no email required): shft.marketing/guides/
LinkedIn: linkedin.com/in/jasonvana/
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04/13/21 • 42 min
Confidence is something that all of us can use more of in our lives. As a marketer, confidence could be the key to building trust and brand loyalty—learn how from Leta Greene, Confidence Expert as she talks about being confident, public speaking, and becoming an author.
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- Be comfortable in your own skin
- People make a first impression in Nano-seconds
- Humans make decisions about people upon meeting them
- Professional women: don’t show up in date night clothing-professional instead
- Dress for the job you want
- See what image is saying
Write a Book
- What is your end goal?
- Write a good book that people will read
- Whenever you say an amazing thought-write it down. Gather thoughts
- What makes you excited? What gets you talking and thinking?
- Take written down thoughts, and expound for book
- Gathering deep thoughts
Public Speaking
- Until your good at speaking...no one will pay you
- Get yourself out there
- You can gett paid to speak or sell content through speaking.
- Selling content or selling product?
- Trust-gets you places
- Sell your Idea. You’re not important... the idea is important
- What is the value to the listeners?
- You sell way more if you SERVE first
- The product is a means to an end
Serve others
- Knowledge is what allows them to purchase from you and trust you
- The product is the means to get paid—but their is service involved in that
- When you commit to work with someone...be invested.
- Go the extra mile
- Connect with people on a personal level
- Value yourself enough—point people to free content if they aren’t willing/able to pay
- Do not talk about politics, religion, etc. on social media— this will cause clients to loose trust in you.
3 Ways to sell people
- Hype-get you excited
- FOMO-fear of missing out
- Service & education-intellectually work with someone <—gains trust
Vulnerability and Humility
- Be honest—be vulnerable. If you don’t know the answer to something, say you don’t know
- Deliver concepts with care and concern
- Don’t be egotistic
- Don’t put yourself above other people
- Be humble
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07/28/21 • 33 min
“I would rather have something ugly and effective than something that’s beautiful or pretty that isn’t. Trust is at the core of marketing and basic human interaction.” - Wayne Mullins
“We shouldn’t be doing things for the sake of creativity. Rather, we should be focused on how to get effective results for our clients.”
- Marketers can get trapped in the creative piece.
- How do you measure that and make sure you’re fulfilling that goal?
- The client’s cash register should have more money in it as a result of what you are doing, than less money.
- If you pursue a single platform, it would be a losing game because the platforms are always going to change.
- Focus on results.
- “We don’t care which platform it is, we care about the results for the client.”
- At the end of the day, most clients don’t care what method or what platform you’re using as long as it produces the long term results they are after.
To create trust, deliver on the results that were promised.
- No client is going to hold you to blame if you’re very clear and up front about what they should expect and what you expect.
Some marketers focus on anything they can do to get money.
- They create schemes, plans, and contracts.
- If you treat clients well and set clear expectations, it eventually leads to more profitability, turns leads to referrals, and establishes loyalty.
What is the true definition of marketing?
- Most people confuse marketing with advertising and use the words interchangeably.
- Advertising is merely a piece, or component, of marketing.
- Marketing is your ability to attract and to keep a customer.
Creating Leads and Retaining Them
- We live in a world where every single person with a smartphone has the potential to become an evangelist of your brand. They will either speak for or against you on all platforms.
- Based on research, the best customers come from word of mouth and referrals.
- The Clock Method
- Think of a clock as a customer’s progression within your brand.
- 12:00 represents strangers.
- 3:00 represents friends. They know about you and like you.
- 6:00 represents customers. They trust you and this is where money changes hands.
- 9:00 represents evangelists. The evangelists go out and tell their friends about you. That new lead skips the 12:00 and goes straight to the 3:00.
How do you turn average customers into evangelists? Ask yourself three questions.
- What is an ad or campaign we can run to get strangers to know and like us?
- What is an ad or campaign we can run to get them to like us?
- What is an ad or campaign we can run to build trust with those people?
We have to strip away the ego and look at what we are actually doing.
- If you have too much ego to recognize the areas your business isn’t doing great in and you aren’t willing to change that, you will lose trust and clients.
- Be humble enough to learn and grow. It’s a big sign of being a trustworthy brand.
When furious, get curious.
- Turn that emotion into curiosity.
- Is there something I am blinded by that I cannot see?
- When seeking truth, trust is an automatic byproduct.
- Learn from different perspectives and be willing to learn from others.
- Ask questions! “What experience made you say that?”
You learn more from the campaigns that fail than you do the ones that succeed.
- If you’re willing to dive into failure, there are so many valuable lessons you can learn from. You can then adjust your course of action.
Correlation vs. Causation
- The only way you can focus on and separate those two things is to strip away the vanity metrics that make us feel good. Those metrics don't necessarily put money in the cash register.
“People would rather trust strangers they have never met, than trust you as a marketer or as a business owner.”
- Money will not come without trust.
- Trust is the factor between becoming an evangelist for a brand or not becoming one.
A marketer’s job is to make the sales job not needed.
- When you do your job well, selling is no longer needed.
Learn More About Ugly Mug Marketing
Uglymugmarketing.com
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11/23/21 • 51 min
Learn from expert storyteller, Matthew Dicks, how to tell a compelling story to help customers know, like, and trust you better.
JMH Media is now Website Squirrel!
I’m super excited to announce that JMH Media is now Website Squirrel. Check out our new website at www.websitesquirrel.com
What makes a good story?
- You have to be entertaining first.
- Whatever your reason for telling a story, you need to make an impression on your audience.
- Stories make us feel good
- Stories entertain and people enjoy them.
- Transformation! We need to have a realization or change in order for the story to be meaningful.
- Good stories show vulnerability.
- Your stories should be relatable.
How can a brand craft good stories?
- All stories should have a thesis statement.
- When it comes to a brand, your thesis is that the world lacked something until the company came along and fixed it.
- Then, you add relatability and vulnerability to the story.
- Stories are powerful when it comes to building a brand.
Truth in storytelling
- Always tell the truth.
- You can strategically leave out details that don’t pertain to the story you want to tell.
- You can embellish when it’s obvious that you’re embellishing, but you shouldn’t embellish in a deceitful way.
Where should a brand start when they want to craft a story?
- Start with how the company came about.
- Who had the original idea? Where were they when they had the idea? How did the company develop?
- Interview all of the people in the company. What’s their story with it? Why are they working where they are?
Homework for Life
- Every day, we experience moments that are story worthy.
- You might notice them briefly, but then they’ll disappear if they aren’t recorded.
- Every day, write down one thing that happened today that is story worthy.
- Don’t write the whole story. Just record the moment.
- Homework for Life | Matthew Dicks | TEDxBerkshires
Make sure that people know who you are
- When you talk to someone make sure that they know who you are.
- People connect with other people.
- Give them little details about yourself that they can connect with.
Connect with Matthew Dicks
Website: www.matthewdicks.com
Podcast: Speak Up Storytelling
Book: Storyworthy
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02/23/21 • 32 min
Content marketing is the secret sauce to create trust and authority with your target audience. In this episode of Trust Cast, learn Actionable Content Marketing Strategies to bring your business to the next level.
Tony’s Story
- Tony started out as a real estate agent at a young age.
- He was young, and it was hard for people to trust him as an agent.
- Tony stated posting regularly on social media, and slowly built a brand and trust within the real estate space.
Content Marketing
- In the digital era, content marketing is the way to go.
- You really need to buy into it.
- Use social media as a business tool.
- The biggest mistake people make is getting excited and doing something, but not being consistent.
- You need to commit to content marketing.
- Find what’s going to work for you and stick to it.
- Every platform requires time and unique content. Don’t try to do everything at once.
Let’s Learn about the platforms:
Facebook- While it may not seem like it, Facebook is the biggest platform.
- They also have a very good ad platform.
- Videos between 3-6 minutes work well on Facebook.
- It’s hard to go viral on Youtube unless you have another platform to drive viewers to YouTube.
- YouTube is great for longer videos.
- Instagram is great for images and stories.
- It’s not a great platform for video though.
- Instagram is incredibly interactive, and good for engagement.
- LinkedIn has what a lot of other platforms don’t: reach.
- LinkedIn is incredibly professional.
- Articles do well.
How much should you sell vs. giving away value?
- If you provide value consistently, your network will know what you do and come to you when they need you.
- If you’re constantly selling, they’ll stop following you because nobody wants to be sold.
Once you’ve created the content, how do you get people to engage?
- Collaborate with other people. This will get you new people following the content.
- Buy ads! Set aside a small budget and consistently purchase ads.
- Start small. Invest what you can.
How can you measure the ROI of a piece of content.
- Keep track of your leads and where they are coming from.
- Ask them where they heard of you and why they reached out.
- If you invest $100 in your content, then measure and see if you made more than $100 extra that month.
How do you feel about podcasts as a tool for content marketing?
- Podcasting is incredible!
- It’s a passive medium. If you watch a video, you have to actually watch it, but you can listen to a podcast while you do other things.
- Podcasting is a great networking tool.
- It’s great for building trust and authority.
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12/14/21 • 61 min
Two nerdy website designers, Jacob Harmon (Website Squirrel) and Nicolas Reed (253 Media) discuss website agency secrets. They talk about competition, LinkedIn, growth measurement, sales, trust, and our favorite website design and development platform: Webflow.
- Start a friendly regular conversation. The goal isn’t to jump on a call. It’s to create genuine relationships.
- If genuine conversation leads to a call, it will be successful, but that should never be the goal.
Competition
- It is important to talk to other people that do what you do...make connections!
- The cake is big enough for everyone - bounce ideas off of and learn from each other
- Don’t burn bridges.
- Every client needs something different
- Every business can only handle so many clients anyway
- Competition is a good thing. It encourages us to perform at our best.
- Think of business as a sport. You’re competing against yourself.
How do you measure growth?
- Look at payroll. Bigger payroll means bigger team which means more growth. Goal is to pay it.
- Closing rates. How often are you getting new clients?
- Project completion. Amount of projects? How many completed? Were they completed on time?
- How much are you working? How much are you needed day to day? As an entrepreneur, if you can step away from the business you are doing a good job.
Inbound Sales Vs. Outbound Sales
- Too much of a good thing is a bad thing.
- You need to find the perfect balance between inbound sales and outbound sales.
- Inbound sales are better because they want to work with you and they’re warm.
- You have more control over outbound sales though. Outbounds sales are needed for growth.
- Lots of business comes from referrals. The more clients you have the more referrals you’ll get.
- Always make your next project your best. Your brand being there signifies your stamp of approval.
- Putting name at bottom of website is great for SEO.
How can a website build trust?
- Have a beautiful website. If your website sucks, they’ll think your product does too.
- Have great, personal, NOT generic, testimonials.
- Are there typo’s on your website? That will break trust. If you don’t pay attention to your website.
- Don’t have too many pop ups or annoying animations.
- Educate customers on why product is great, and worth it. What is it about your product that makes it better?
- Put some thought into you website’s content
- Put in content that will answer customers questions, without having to go to FAQ section
Webflow
- Webflow is the perfect web development platform. Everything else is either way too simple or too complicated. Webflow is perfect for simplicity versus complexity.
- Some of Webflow’s built in elements aren’t great. But you can literally build everything with it.
- Webflow creates incredible, clean, semantic code.
- There’s no apps or plugins. This is good because it keeps things clean and free of bloat, but it can make it harder to integrate with other tools.
- There are a lot of incredible features coming to Webflow. Logic, memberships, blending modes and more.
- They are gonna take over internet! More and more, people are requesting that we build sites in Webflow.
- One complaint we have is that the company needs to be more transparent about their roadmap and future features.
- Webflow Ecommerce is still lacking. It’s missing shipping integrations, email integrations, multiple payment processors, and more.
- If your core business is selling products use Shopify. If your core business is getting leads use Webflow.
- Do SEO blogs about Webflow...and attract customers looking specifically for a Webflow site.
- Make blog topics very specific, and share secrets. That’ll make people read and learn.
- Being more specific in blog posts... the right person will find it, and you won’t be competing with big SEO terms.
Connect with Nicholas Reed
Website: 253media.com
Instagram: instagram.com/nreed253
LinkedIn: linkedin.com/in/nreed253/
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- Website: www.websitesquirrel.com
How to Navigate Difficult Business Relationships with Honesty, Negotiation, and Values - Zoe Share
Trust Cast
12/15/20 • 39 min
Business relationships can be hard. No one is perfect, and we all have to deal with people that don’t respect us. Zoe Share teaches us how to navigate these difficult relationships with honest communication, clear brand values, and negotiation.
Meet Zoe
- Zoe Share was a kindergarten teacher turned marketer.
- She has a Batchelor’s degree in English literature and education, and decided to become a teacher. She ended up not enjoying teaching and decided to go back to school for business marketing.
- Marketing is at the intersection of education, literature, and business.
The value of simplicity
- You can tell if someone really understands a concept by whether or not they can explain it to a five year old.
- “Keep it simple stupid”
Communication and Honesty
- Children are incredibly honest and direct.
- Communication and expectations go hand-in-hand.
- Are your expectations clear?
- Demonstrate how you want to be spoken to.
- Be willing to admit when you don’t know.
- Trust other people.
Brand values and purpose
- Understand what drives you. What is your mission and values?
- Your mission and values act as a guidepost.
- Do business with people that resonate with your purpose and value.
- Even a sock company (a commodity) can have a purpose and values.
- Bombas Socks - a sock company that donates a pair of socks to homeless shelters for every pair purchased.
Being “Good”
- Marketers are often seen in a bad light.
- We should try our best to be the best people we can be and to create the best brands we can, but at the end of the day, no body is perfect.
- What are your intentions for doing good? Are you doing it to get followers, or because you truly believe in it?
- Consumers act as a vigilante deciding who deserves brand loyalty and who doesn’t... at the end of the day though, how do you know?
Navigating hard client relationships
- Do everything you can to vet your clients before you work with them.
- How much would a client need to be bringing into your company for you to tolerate them disrespecting you?
- No relationship is perfect. It’s important to learn to navigate the hard times.
- Be willing to have difficult conversations when they’re needed.
- Bring integrity to the way you resolve conflict.
Negotiation
- Say what you need.
- Negotiate toward success.
- The end result should be a win-win. You are working together toward a mutually beneficial relationship.
- Business is a two-way street. Both sides of the relationship provide value.
Learn to be a good consumer
- Don’t trust all of the ads that you see.
- Be careful where you put your money.
- The more we care about how trustworthy a brand is, the more companies will have to prove to us that they are trustworthy.
- Support brands and causes that align with your values.
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Don't Pull Others Down
Trust Cast
02/02/21 • 6 min
Too often, people think that they need to pull others down in order to be successful. It couldn't be further from the truth.
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FAQ
How many episodes does Trust Cast have?
Trust Cast currently has 23 episodes available.
What topics does Trust Cast cover?
The podcast is about Marketing, Entrepreneurship, Podcasts and Business.
What is the most popular episode on Trust Cast?
The episode title 'Is being "Authentic" Inauthentic? Engineering a Brand Built for Trust - Jennifer Anastasi' is the most popular.
What is the average episode length on Trust Cast?
The average episode length on Trust Cast is 36 minutes.
How often are episodes of Trust Cast released?
Episodes of Trust Cast are typically released every 7 days, 7 hours.
When was the first episode of Trust Cast?
The first episode of Trust Cast was released on Nov 24, 2020.
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