Three words that are often discussed these days are authentic, committed, and integrity. Sometimes these terms are used in reference to personal relationships or even relationships between management and those who work for them.

What about online business? How can these terms impact the Internet?

Consider the following list found on a common snack food - Thiamine Mononitrate, Riboflavin, TBHQ to Preserve Flavor, Dextrose, Colors, Emulsifiers (Sorbitan Monostearate, Polysorbate 60, Diglycerides), Sodium Aluminum Phosphate, and Sorbic Acid.

I'm not sure the above list adds much to the appetite causing the potential snack eater to wonder what they are really getting from their wrapped treat. This can be how individuals view online business - full of fillers you can't identify and very few authentic ingredients.

I have always been a proponent of trust marketing and I think these three ideals play directly into the premise of this type of marketing practice.

Trust marketing is essentially what you do in marketing that impacts the 'why and how' of marketing. It is not simply doing whatever you want in an effort to raise sales. It takes a long-term 'big picture' approach to marketing where customers are your partners in success. They aren't individuals to be duped into making a purchase, but rather advocates of what you do.

Authentic

This term refers to the way you present yourself everywhere and on all occasions. You do not present a mixed message. You do not have two sets of literature that you use depending on the situation. You are real and approachable. Your message is clean and consistent. Your product matches your claims and your practices are honorable.

Committed

You should not simply be committed to making a sale. Your efforts should be focused in the satisfaction of your customer. If they aren't happy then neither should you. You work to find a solution to problems and you empower those who work for you to find answers. The customer needs to understand immediately that you either have a plan in place to correct the problem or you are developing one to manage their unique crisis.

This also means commitment to a product and/or course of action. If you really believe in something you should not jump from product to product or multiple marketing schemes in an attempt to sell something. Allow your product and strategies to grow.

Integrity

This is related to being authentic (transparent). A person of integrity will be willing to take a loss if it means being able to maintain the reputational integrity of their trust marketing objectives. This means being willing to admit if a mistake has been made. This means setting high standards and doing what it takes to meet those standards.

Trust marketing is not for wimps. It is not for the weak of heart. It is not for those looking for a quick buck. No, this is for anyone who wants to identify himself or herself with a long-term business dream that leaves customers feeling confident in the product or service as well as in those who offered the product.

What can you offer a customer that is authentic, has your commitment and demonstrates your integrity? If you don't know the answer to this question it's time to find out.

About the Author:
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