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For UK financial advisers use only. This information has not been approved for use with customers. If you are a customer, please go to

Getting trust from your audience

Trust is earned by keeping your promises.

Trust is lost by over-promising and underdelivering.

So you want your campaign's audience to trust you...what do you give them?

  1. Expertise (demonstrated, for example, by delivering valuable content on your website and via your email marketing)
  2. Commitment.

    Customers must be confident that the brand will have integrity and will act in the best interests of the customer/brand relationship

  3. Quality
  4. Value
  5. Transparency

    Don't hide anything that will be found out later

  6. Creativity

    Surprise, charm and inspire your audience

  7. Control.

    Put them in control and you'll hold their attention.

Trusted media.

See also trust, commitment and loyalty

Who is most trusted on social media?

Who is most credible as a spokesperson?