Be Genuine, Build Trust, and Have an Oyster Shot

The day started out like any other. The sun was shining and the birds were chirping. But something was off. The air felt heavy and the people seemed on edge. No one knew what it was, but something was definitely wrong.

As the day went on, the feeling only grew stronger. By the afternoon, people were starting to argue with each other over the smallest things. And by nightfall, full-blown fights were breaking out all over the city.

No one could explain what was happening. All they knew was that the peace and tranquillity they once knew were gone. And in its place was a feeling of mistrust and suspicion.

No one knew who to trust anymore.

C’mon, all my imaginary friends! Tell me how many entities (excluding your pet) have managed to build trust with you in the past 5 years? Wait! Don’t tell me. (mostly because you can’t speak to me through the blog, duh). Well, I’ll try and answer this one for you - not too many! Am I right or am I right?

"Trust is the scarcest resource we've got left." And in today's world, it's more true than ever. People are bombarded with information. 90% is false. (oh good golly!) The result - no one trusts anyone.

Only the genuine will cut through into the hearts of a modern consumer.

So, the question emerges - are people inclined to distrust? I believe not!

What happens is that companies tell the story wrong. Good marketing is all about good storytelling. But a great story has to be true! Not because all of the facts support it, but because it feels real and authentic.

Consumers are pretty good at spotting inconsistencies, so a marketer can't just slap a story on something and hope it'll stick.