Seth – trust me

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I want you to trust me.
This morning, I’m thinking that trustworthiness overshadows engagement.

In his post called “Little scraps” about how people jump to conclusions, Seth Godin talks about how people make snap decisions about your offerings based on the smallest of scraps. Therefore, you have to carefully manage every little detail. Typography matters.

At the end, he asks,
“We all jump to conclusions and we do it every day.
Where do you want me to jump?”

Seth – I want you to trust me.
This morning, I’m thinking that trustworthiness overshadows engagement.

Alex Todd from Trust Enablement presented at last week’s eMetrics Marketing Optimization Summit in Toronto and opened some eyes. This is from his home page:
Trust Enablement helps organization drive performance by optimizing the trust of key stakeholders and enhancing the value of business relationships.

There’s also Bill Haig at Powerlogos who designs trustworthy logos. Really:
I apply credibility principles in communication persuasion to the planning and design of custom company logos for “First Glance” website optimization to enhance conversion rates.

I got interested in all of this when I came across BJ Fogg and his “10 guidelines for building the credibility of a web site.

But I think Bryan Eisenberg from Future Now Inc really brings it together with his concept of Persuasion Architecture:
Our job is to understand what your customers want and to help them get it.

I’m pretty sure this stuff is important – trust me.

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Jim Sterne
+1-805-965-3184 Target Marketing
Chairman, Web Analytics Association
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eMetrics Marketing Optimization Summit
Munich, April 8-9
San Francisco, May 4-7
London, May 20-21
Washington DC, October 20-24
Stockholm, October
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