How many times have you done a Google search and chosen a result based on what was promised, only to click through to the website and find something totally different? It has happened to all of us, I’m sure. Sometimes it is not intentional, but does that make you feel any better? Don’t you still feel like your trust, although minimal at that point, has been betrayed?
Remember, you only get one chance to make your best–and often only–impression on a prospect. So don’t betray my trust if you want me to become your customer or client.
One of the most important things to remember about your marketing messages is to be consistent. Prospects and customers need a sense of security and familiarity to develop and nurture trust. What happens when you are all over the map with inconsistent messaging?
It’s impossible for you to develop trust with prospects who don’t know you. Here’s an example I found today for a dentist. (I don’t know about you, but I need to trust anyone who has a hand in my mouth.) I thought I would share what I found so you don’t make the same mistake.
I did a search on Google and got “Gentle, Affordable Dentist” for this particular search result. This is a message that would likely motivate prospects who are concerned about pain and who might be looking for a family dentist. But what happened when I clicked through to the website? The message had completely changed! Now the message was “we make dentistry enjoyable.”
This message is not going to connect with most of the people who click through from Google to this particular result. Why? The benefit to the customer who was looking for a “gentle, affordable dentist” has just evaporated.
Here’s how I would re-write that introduction: “We care for all of our patients as we would a member of our own family. That means we’ll always be as gentle with you and your family as we would be with ours. And together, as a team, we will create an affordable dental treatment plan that is best for you and your whole family.”
That is a consistent reinforcement of the reasons that the person likely clicked through to the website in the first place. It continues to sell the two significant benefits to the reader that stood out on the Google search results.
It doesn’t matter if you have a product or a service. Be consistent. Build trust.