Trust is an important currency in text design in B2B communication. Trust enables the reduction of control effort and thus 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 experiences in which expectations have been fulfilled. However, positive product and service experiences croatia phone number data are lacking, especially before the start of a business relationship. This is where communication text design in B2B 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.
But building trust through text goes beyond that. The reader will gain trust when the communication meets his expectations. In addition to the damage to reputation: anyone who processes purchased leads content of the message, this affects all other aspects of the communicative process: from the sender of the message to the message, the language and codes used, the use of an appropriate channel, consideration of the recipient of the message and their feedback, and consideration of the context.
Language and Codes
The language and codes used are particularly important in text design in B2B, as the appropriate use of linguistic means is proof to the recipient that the sender knows his needs and knows how to fulfill them.
It is important to pay attention to the little things. In B2B communication, for example, the potential customer expects the error-free use of correct betting email list standard language, an appropriate level of common technical terms and, in the case of informative texts, the use of a neutral language style without promotional adjectives. Â This conveys competence – an important building block in building B2B trust.