Trust is Earned
Trust is earned. It is not easily given. It is easily taken away once the trust is broken; once the promise is broken. It is extremely hard to rebuild trust once it has been removed. The people you seek to serve need to trust you to serve them. They need to buy into the promise that you will solve their pain. The promise that you will deliver on your word. The economy works on varying levels of trust. Therefore your impact and income are in direct relation to your ability to build and maintain trust.
You are in the trust business. Your job is earn it. The process of earning trust requires building a relationship and delivering on your promise one small step at a time. Show up. Be accountable. Most of all never waiver from your promise.
Think of all the businesses you don't support any more for specific reasons. If you go deep enough you'll find that they crossed the line at some point. Maybe the quality of their products/services decreased or maybe they started practicing unethical (by your standards) business practices. It could even be that the competition delivered better on the promise. The point is that no one is guaranteed trust, no business is entitled to it. It requires daily effort and maintenance.
Each touchpoint of your business should be designed to gain trust and deliver on your promise to help your customers achieve their goals. Your newsletter, social, advertising, promotions, products, content, events, services, message all need to build trust in your brand.
Want more customer? Build more trust.