It's true: America is exceptional. America is the only nation in the world where people's trust in every kind of institution declined in 2011, according to the latest Edelman Trust Barometer.
But you already knew that (particularly if you've read my free report, Path of Persuasion).
What are most marketers doing about it? They're cultivating "trustiness," writes Seth Godin in his blog this week.
Trustiness stinks.
It's shabby.
And hollow.
And it stinks.
It's easier than ever to build a facade of trust," Godin says. Real trust, on the other hand, "is built when no one is looking."
In other words, trust is earned; trustiness is just clever BS. "Trustiness is what happens when you use trust as a PR tool," Godin writes.
The difference between the two is obvious, once you experience trust. "Trust experienced is remarkable; trustiness once discovered leaves a bad taste for even your most valued customers."
Or at least a bad smell.
2013 Update. Not long ago, the slogan of CBS News was Experience You Can Trust. Now we learn CBS puts profit above free speech, as reported by Forbes. How's that for abusing trust?
It's easier than ever to build a facade of trust," Godin says. Real trust, on the other hand, "is built when no one is looking."
In other words, trust is earned; trustiness is just clever BS. "Trustiness is what happens when you use trust as a PR tool," Godin writes.
The difference between the two is obvious, once you experience trust. "Trust experienced is remarkable; trustiness once discovered leaves a bad taste for even your most valued customers."
Or at least a bad smell.
2013 Update. Not long ago, the slogan of CBS News was Experience You Can Trust. Now we learn CBS puts profit above free speech, as reported by Forbes. How's that for abusing trust?
