Trust Before Transactions: How I’m Shaping My Digital Presence for Genuine Engagement
Friday’s Insight (12th April 2024)
Starting my YouTube channel and Substack was initially about setting up a space to explore what the tech world offers. As I went, I realised it could also be a place where I talk about how tech can help us be more productive.
A longer-term aim was to offer insights and advice I wish I had when figuring things out. My goal from the get-go was clear: I didn't just want to be another voice online. I wanted to create something valuable that could genuinely make a difference in people's lives in terms of tech and productivity.
I quickly realised that I needed to earn the trust of my audience and the broader community if I were to grow in numbers and influence.
In the somewhat wild west of the internet, earning trust is no easy task. In the tech and productivity space, where people are always looking for the next best piece of advice or tool, being seen as reliable and knowledgeable is crucial.
It's what makes someone stand out as a leader.
Being recognised as a trustworthy source is being a reliable guide in a confusing landscape. It's about providing solid, helpful information in a world that's full of too much noise. So, how do you become this trusted guide?
It starts with a foundation where trust comes before making money.
That's why, after thinking much about trust and authority, I recently decided to make all my Substack posts free (you can read all about that in THIS POST). It's my way of showing that I'm here to offer help first and foremost. I want people to recognise the real value in my content and to understand that what I'm sharing is not just more of the same but something genuinely valuable and dependable.
This decision - to focus on building trust before thinking about profits - is my strategy for establishing myself not just as another creator but as a reliable source of information in the niche that I am finding myself in. It's about showing that I value the time and attention of this community enough to provide something worthwhile without asking for something in return - other than their email and attention.
This approach is about cultivating a community built on trust, ensuring that when I potentially reintroduce paid content, my audience will be there, ready and willing to support me because they believe in the value I add to their daily lives.
Building this kind of trust is especially important online today, where being seen as credible and knowledgeable is invaluable. And that's the path I'm committed to walking – earning that trust, one post, one video at a time.
Here are a few thoughts as to why trust holds immense weight:
Trust as Currency: Trust is the only virtual currency that truly matters. It’s what determines whether advice is taken and followed or scrolled past. People are bombarded with a plethora of advice every day, but they'll only truly listen to voices that have proven reliable and knowledgeable. This trustworthiness turns into a form of currency that creators like us need to earn from our audience. It's about building a rapport that says, "You can count on what I'm sharing with you."
The Foundation of Community: When you consistently provide reliable advice and insights, you're not just sharing information but laying the groundwork for a connected community. This community will look up to you, not just for tips and tricks, but as a leader who guides them through the clutter and noise. It’s about being that one bookmarked page, or the 'saved for a later' video that they return to, time and time again because they know the value is real and tangible.
Trust Leads to Influence: Whatever niche you find yourself in, things are probably constantly changing. Being seen as a go-to source means your voice doesn’t just echo in the void - it influences. When people trust you, your recommendations can shape decisions. For example, what app might they use to solve a productivity challenge? This influence is a powerful tool, but it's grounded in the trust you’ve built over time.
The Ripple Effect of Trust: Establishing trust in one area can open doors in others. As you build your reputation for reliable advice, this trust can extend into other domains you’re passionate about. Your followers will be more open to exploring new topics with you, knowing that your guidance has steered them right in the past. It’s like unlocking new levels in a game, where each level represents a new area where you can share, guide, and influence.
A Barrier to Entry for 'Competitors': On a practical note, once you’ve established trust, you’ve set a high standard for anyone else vying for your audience's attention. Trust is hard to build and easy to lose, making it a protective barrier around your community. New entrants may offer similar advice, but their impact is limited without the same level of trust. Trust is the cornerstone of any successful online endeavour. It’s what separates fleeting visitors from loyal followers and readers, casual viewers from engaged community members. As you venture further into creating content, this trust is what you should aim to build, nurture, and grow.
Be Genuine: Being genuine is like a breath of fresh air in the crowded room of the internet. It's about letting your unique personality shine through your content. When you're real with your audience, they can connect with you on a personal level. This connection is what sets you apart from countless others who might be sharing similar information. Share your successes, sure, but also your setbacks and how you overcame them. This humanises you and makes your advice more relatable and, therefore, more trustworthy. Show your audience that you’re not just a broadcaster but a member of the same community. Ask for their opinions, invite them to share their experiences, and when they do, listen. This two-way communication fosters a sense of belonging among your followers. It demonstrates that you value their input and are not just there to lecture.
I want to reaffirm my commitment to earning your trust as a content creator. The reality is that it's not just about creating content; it's about creating a community - a space where you, the audience - the reader - feel heard and valued. My priority remains to provide you with content that makes a difference in your life, which you look forward to reading or watching because you know it's reliable, helpful, practical and tailored to your needs and interests.
I so very much appreciate you being on this journey with me. Your feedback, your insights, and your engagement are essential. Tell me what works for you, what doesn’t, and what you’d like to see more of. This isn’t just my platform; it's ours. Let’s build a space where the value we create and share is a testament to the trust we’ve built between us.
I send out three different email newsletters EVERY week!
MONDAY REVIEW - Generally reviewing tech and sometimes other things that pique my interest
WEDNESDAY WISDOM - Tech tips ✅ Productivity advice ✅ Tech news ✅
FRIDAY’S INSIGHT - Sharing stories of my journey as a content creator
Hi Mark,
I applaud you for offering so much valuable information freely both here and on YouTube.