One of the most common requests I’ve had from B2B clients is to write their copy with a “trusted advisor” tone of voice.

You know what I want to do with this pesky trusted advisor who keeps everyone enslaved to his boring ways?

Throttle him. Pummel him.

Take him around the back of some empty warehouse and go all Ronda Rousey on him.

Now I know what you’re thinking.

“Hey, Wildfire. Didn’t you say trust is a big deal for my marketing strategy? Why all the hate for the trusted advisor?”

And you’re right. I did say that.

However, there are a lot of ways to build trust. And really, it isn’t just built with words.

It’s built with action. 

And that’s why I get slightly annoyed with the idea of “the trusted advisor.”

It’s as though businesses think that if their marketing language can sound trustworthy, then that’s what will position them as the best choice for their prospect. They immediately think that if they say the right words, they’ll win a client’s loyalty.

This reminds me of when I was a single lady and looking for decent men to date.

They weren’t easy to find. A male friend gave me a great piece of advice.

“When it comes to trust, don’t trust what a guy says he will do. Trust what he does.”

A brilliant piece of advice I’ve since applied to different situations.

Love. Business. Friendships. Partnerships. Everything.

Words are important.

But what is really important is doing what you say you’re going to do.

With digital marketing, there are some smart ways to build that trust. Using case studies (also called “success stories”) is a great way to demonstrate how your client trusted you and had a positive outcome.

Building trust has more to do with understanding someone’s problems than you talking about your services or products. When you focus on your prospective buyer’s challenges, you’re showing them you care enough to ask.

As a result, your prospective buyer will feel understood. And that’s when trust starts to grow.

This is a tough act for businesses to pull off. Too often, it’s tempting to turn the spotlight back on the company and explain why you believe you’re the perfect ‘Trusted Advisor’ for them.

Resist that urge.

Focus instead on your prospect. Learn as much as you can about them. Then you may witness your prospective buyer give you that “You get me… you really get me!” look.

No matter what brand archetype you choose, earning trust is the same for all of them.

By listening and showing your prospective buyer that you hear them, you understand, and you care.