(Part 4)
The Three P’s of Trust Building
The more you listen to someone, the more you trust them.
You can’t help it. It’s how we are wired.
That’s one reason why we trusted Walter Kronkite: because we listened to him a lot.
Kronkite’s advantage over his competition was clear: he added the human element.
His competition just seemed robotic.
How did he do it? Kronkite had the 3 P’s of trust-building. What are the 3 P’s?
Platform + Predictable + Persona
First, you need a platform to speak from. Kronkite’s platform was his nightly broadcast. For you, that’s your own branded podcast.
Next, you need to appear on that platform on a predictable schedule. We all knew Kronkite would be on every weeknight at the same time. For your podcast, I recommend you publish one episode at the same time every week.
Finally, you need a believable persona that people admire. Kronkite had this in spades. Another way to say it is that he sounded authentic.
Podcasting gives you a huge advantage here. With a podcast, you “sit and chat” with your audience. It sounds real because it is real.
When you host your own branded podcast, you earn the trust of your audience because:
- They get time listening to you through your podcast
- They get to listen on their own schedule
- They get to know the person you are
It should be obvious to you now:
If you want to build trust in your market, you need your own branded podcast.
Next time, I’ll talk more about how to craft a persona people relate to and admire.
Jack Heald
Producer • Host
38atoms Podcasts
PS: My free guide How to Produce and Publish a Podcast Epsisode gives you step-by-step instructions for creating and publishing your own podcast episodes.