If you want your customers to love you, if you want brand advocacy, and if you want to make more money, you have to have trust. According to Bob Garfield and Doug Levy, this is the foundation of brand power in “The Relationship Era” of marketing. It’s also why the companies who get this are more sustainable and more liked than those who don’t.
In this excerpt from their new book, Can’t Buy Me Like: How Authentic Customer Connections Drive Superior Results, you’ll also learn about what customer trust is (and is not) with their “Three Cs of Trust” and four “don’ts” for becoming a trustworthy brand. Their advice is straightforward, practical, and sometimes even funny.
Here are some key takeaways from this excerpt:
- “Target audience” is an outdated term
- People are paying close attention to your brand’s beliefs, values, and purpose
- Trust can’t be bought, it must be earned