Trust is weird, isn’t it?
It’s one of the most important marketing metrics out there, because sales can’t happen without it… but you can’t really measure it!
(Not directly, anyway.)
As a business owner, all you can do is cultivate trust with your customers as best you can — and trust (pun intended) that they respond in kind.
But how do you know if you’re doing enough?
How do you know if the messages you’re putting out actually inspire trust, or leave your audience cold and indifferent?
That’s what I’m going to explore in today’s article. This week, we’ll focus specifically on making your marketing videos trustworthy — but you can apply this advice to any message, no matter the format.
I want you to see this post as a guided self-audit. I’ll give you a list of questions, and you can use them to evaluate any marketing video you’ve created, or are about to create, to see if your customers are going to trust its message.
You will learn:
- How production values and video quality affect the trust factor (it’s not as simple as “high quality = more trust”)
- The #1 reason your message might fall flat with viewers, even if you do everything else right
- Why you don’t want to focus on your offer most of the time, and what to do instead
- How to overcome the natural skepticism your audience might have about your product or service
- Why it’s a bad idea to only talk about the positives of your awesome solution — and what your customers really need to hear
And more. Let’s get started!
Is your video quality appropriate to the message?
Marketing science tells us that most consumers see videos with high production values as more trustworthy. Makes sense, right?
Well, in practice, things are a little more nuanced than that.
Sure, if you’re making an explainer video or an ad, then investing in top-tier video quality is a smart move…
But if you’re showcasing, say, a customer testimonial, an overly polished video might actually reduce your viewers’ trust — because it comes off as staged and inauthentic! Counterintuitively, in that situation a simple one-take “talking head” video recorded on a webcam or smartphone would be more effective.
What’s the takeaway here? Err on the side of higher quality and production, but be mindful of the context of the video and your customers’ expectations.
Does the visual style align with your brand / viewers’ preferences?
This is another curious case where first assumptions might be misleading. Lots of entrepreneurs think that live action video is better for B2B marketing — and only B2C companies can experiment with things like animation, quirky visuals, etc.
But it’s not actually true! Some of the biggest brands in the world have adopted animated marketing videos, including in the B2B space. There are different animation styles like motion graphics and whiteboard animation that fit “serious” marketing like a glove. And live action can be made more goofy than any cartoon — just ask the folks at Old Spice!
Bottom line is: there’s nothing inherently “untrustworthy” about using animated visuals, and nothing inherently credible about live action. As long as your customers don’t hate the style you’re going with, you’re in the clear.
Speaking of, here’s how to choose a video style that aligns with your brand.
Are you speaking your customers’ language?
Your audience has their own special way of describing themselves, their problems and pain points, and their ultimate goals. Discovering this language, and mirroring it back at them in your marketing, is essential for earning trust.
Think about giving workout advice to an amateur powerlifter vs. a stay-at-home mom. They probably use completely different language to talk about their fitness goals and challenges — so if you tried to communicate with both of them the same way, your message would resonate with nobody!
That’s why you want to make sure that your marketing video (or any content, really) speaks your audience’s language… literally. For that, you should:
- Learn how your customers talk about themselves, and reflect it back at them to build a connection.
- Avoid any words or phrases they don’t use, like jargon — unless your target market is industry professionals!
- And stick with the tone of voice that your customers want to be addressed in.
Are you focusing on the viewer more than your offer?
You have an awesome product or service, and it takes time to explain… so your first instinct could be to dedicate as much time as possible to it.
It’s understandable — but doing so could actually undermine your viewers’ trust.
Remember: your customers want to feel seen, heard, and understood. And focusing almost exclusively on your offer, however amazing, doesn’t exactly scream, “I care about your needs and goals!”
So instead, be prepared to meet your audience where they are. Talk more about what they are struggling with and what they want to achieve, and then move on to your offer. Show how it will solve their problems and help them achieve their desired result.
This will prove that you’ve thought about what your customers need, and know how to make it happen!
And speaking of proof…
Are you reinforcing your message with trust signals?
Broadly speaking, “trust signals” are anything that inspires confidence in your brand. Any evidence you can provide that speaks to your company’s reputation, effectiveness, credibility, service quality, and so on, qualifies as a trust signal.
When it comes to your marketing videos, here are some of the most common trust signals you can use:
- Testimonials from past customers or clients
- Big-picture metrics that show your success (e.g. how many customers you have)
- Your unique selling proposition
- Any data proving that your offer is different from / superior to the competition
- Signs and visuals that demonstrate your unique process
- Images and names of your staff and leadership that humanize your brand
- Outside awards or credentials your company has won
And so on. There are dozens, if not hundreds, of potential trust signals you can use, and trying to fit them all in your video would be impossible — so don’t! Choose 1-2 types that matter to your ideal customers, and focus on those.
Are you addressing objections and reversing risk?
Here’s an underrated secret about building trust…
If you only talk about how awesome your offer is (and never acknowledge any potential concerns or negatives), it actually makes you look less trustworthy!
Your customers aren’t chasing after the all-around perfect solution — they know it doesn’t exist. Instead, they want a product or service that’s right for them. By anticipating their objections and questions, and addressing them honestly, you can show them that your offer is uniquely positioned to solve their problems…
…which is all they really need to hear!
So make sure that your marketing video does these two things:
- Counters the most common objections your viewers might have. Check out this article if you’re not sure how to do that.
- Eliminates any risk that customers might be worried about. E.g. you can offer them a creative guarantee, or mention how easy it is to return a product they bought.
That way, you not only give your audience a reason to say yes — but you also remove any reason to say no!
How to build trust with your audience… in 30 seconds or less
Converting cold leads into paying customers is hard. Before you can earn someone’s trust — and the money that comes with it — you have to earn their attention first. And in our fast-paced, easily distractible world, it’s almost more difficult than getting someone to buy from you!
An Elevator Pitch is designed to cut through all the distractions and grab your prospects’ attention as fast as possible. It’s a single, memorable statement about your business that you can deliver in 30 seconds or less. And it has ONE job — getting potential customers excited enough and curious enough to say the 3 all-important words…
“Tell me more!”
I know what you’re thinking, “There’s no way I can hook people on my business in 30 seconds!” I disagree. My team has already helped dozens of businesses formulate an irresistible Elevator Pitch — and we want to create one for you, too.
All you need is to hop on a 30-minute consultation with one of our expert copywriters here at The Draw Shop. They will help you define the problem you solve, how you solve it, and the life-changing results your customers will see from working with you.
Then we’ll transform your input into a unique Elevator Pitch for your brand — a powerful 30-second statement scientifically designed to stand out, delight, persuade… and convert.
And we’ll top it off with a one-page, one-of-a-king infographic that makes your pitch into an engaging visual story! That’s going to be a valuable marketing asset in its own right — you can use it to…
- Share it with your team
- Feature it on your website
- Use it in your email signature
- Put it on the back of your business card
- Spread it on social media