Trust is an important currency in B2B communication. Trust enables the reduction of control effort and thus of complexity. And those who can reduce complexity in the right place increase their efficiency. Texts in B2B communication can be designed specifically to support the building of trust.
All components of the communicative process influence the formation of trust
Trust is created through competence, predictability, respect, closeness and transparency
When designing a text, different means of building trust are available depending on the medium and objective
Why do we trust?
Trust is primarily created through positive luxembourg phone number list experiences in which expectations have been fulfilled. However, positive product and service experiences are lacking, especially before the start of a business relationship. This is where communication is particularly important. Its goal is to assume positive experiences in advance. But not only the first contact, but every communicative touchpoint of the customer journey up to after-sales is an opportunity to build and consolidate trust.
How can trust be built at the touchpoints?
The (potential) customer's goal is to reduce perceived risks. These can be addressed through the content of the texts, such as tutorials, testimonials or the integration of quality seals from recognized authorities. Addressing topics that interest the reader also creates trust, as the author signals that he understands the reader.