If you want to communicate, you have to inspire trust. But when everyone says they can be trusted, who do you believe?
As the clamour of self-proclaimed credibility increases, we are becoming more sceptical. They can’t all be right. We mistrust the media, the politicians, the big companies, and even the doctors.
So what chance have we got in B2B – where it’s more important than ever to explain, to educate and to convince? How can we avoid the traps of mistrust, and create communications that are perceived as au- thentic, useful and actionable by our target audiences? How do we convince people who are determined not to believe what we say ? …continued