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?
- Expertise (demonstrated, for example, by delivering valuable content on your website and via your email marketing)
Customers must be confident that the brand will have integrity and will act in the best interests of the customer/brand relationship
Don't hide anything that will be found out later
Surprise, charm and inspire your audience
Put them in control and you'll hold their attention.
See also trust, commitment and loyalty
Who is most trusted on social media?
Who is most credible as a spokesperson?