Written by Patricia A. Patton
Influencers who work with brands are primarily charged with helping said brands build trust with consumers. To do that effectively, they must understand who their readers are. Just one negative interaction between the brand and reader can cause the reader to feel they are just a number or a way for a brand to make money.
In truth, you will often hear reader’s assert that a brand will say anything to close a sale. This is not generally true but it is a common belief that must be acknowledged. ”In a four year research study of 600 firms across the business spectrum, it was found that the percentage of satisfied customers who intend to maintain their relationship with a particular firm can be as low as 21%. The main reason that customers leave is that they do not trust the firm.”
An influencer must therefore ensure that the brand’s messaging rings true to the readers while staying authentic to their own voice and experience. Thought must go into identifying language that successfully engages readers. At all times, the goal of that messaging should be to change the reader’s attitude and behavior and to increase reader engagement.
To keep readers’ trust, remember to never mislead them. Present a brand’s best side, but keep the reader top of mind. Seek to make an emotional connection by sharing a personal experience that conveys the brand’s message. The authenticity of the influencer’s story must ring true. While staying clear on the reader’s pain points, respond to their perspective. Find a way to let the reader know you are listening to them. This will ensure that readers get what they want and not what the influencer thinks they need.
About the Author: Patricia A. Patton is redefining the way women think about what’s next and what it means to live a well situated life. She is a Personal Development Coach, creator of the Dream Yourself Awake Retreat and founder of the DYA Travel and Adventure Club. Visit her website at www.PatriciaAPatton.com or tweet her at @BoomerWiz.