When Lee Sherman ran marketing content at Mint, he crossed a line most organizations won’t dare to. He mentioned a competitor.
Oh, no! It’s one thing for a boss to say “you build trust by showing trust.” That sure sounds good coming from a glossy inflight magazine. But trying it takes guts. Often, a watered down “trust” creeps in, which tells customers that we don’t respect your nose for bullshit and unanswered questions.
“You have to assume they’re smart,” Lee says. “Give all the info without bias… When we didn’t, it was obvious we were doing that, which was bad writing.… Read the rest “Content marketing / Building trust with trust”