Trust and Profit. Practical ways communications can create both. (part 2)

Last week, we began talking about the business value in building trust with your customers. It’s one of those topics that people say, “Of course I want to gain the trust of my customers. Who doesn’t?!”

But it’s far easier said than done these days. You certainly can’t talk people into trusting you. You have to earn their trust. Which leads us to:

Tactic #2: Follow the Golden Rule.

Another way to give context to ethics is through belief systems. Most companies have a belief system, often articulated in their mission or vision statements. Those that don’t, still have a belief system that’s articulated in how they treat their employees and their customers. Avis (We try harder) literally wore their beliefs on their shirts to remind everyone what they stood for.

Too many companies are scared to base ethics on a belief system. We believe they fear being perceived as “religious,” which can be a touchy subject or even a legal matter at work. Recent college graduates will tell you, though, that academic exercises in “ethical dilemma exercises” are never framed in terms of religion, just what’s good for the business.

Regardless, there is one simple belief that exists in all of the world’s major religions—it’s also the most practical piece of advice for getting along and building trust that’s ever been given:

Do unto others as you would have them do unto you.

Treat people the way you want to be treated. It just doesn’t get any simpler than that. It’s active (meaning it’s about action, not words), it’s easy to grasp. It can be hard to live though.

Companies that follow this sage advice, even when it costs them money or a sale or even a customer, do more to build trust than any marketing campaign that has ever or will ever be conceived.

Remember this line: People may not remember what you say; they always remember how you make them feel.

So how do you implement the Golden Rule as a strategy? Try having the courage to create a communications program around this one single safe ethical statement. Use the word picture of “People may not remember what you say; they always remember how you make them feel.”

As a tool to demonstrate the principle, interview your customers and publish in-house stories of this ethic gone good and maybe on occasion the ethic gone bad. Give the idea practical context. People have a hard time visualizing what you expect, not necessarily a hard time understanding how. So help them by showing, not telling.

Building trust among your customers and employees (don’t forget you’re always marketing to both audiences) is no short-term project. It’s really not a marketing project at all: it is a reason to be.

The beauty of being trustworthy is that it’s the fastest way to turn customers into advocates. And their belief in you, passed on by word of mouth, is the most powerful form of marketing you will ever produce.