The 4 M’s of Trust Potential

Hello everybody. Peter Brissette here. In this month’s marketing message I want to talk about trust potential. We’ll talk about the 4 M’s of trust potential. What is trust potential? Basically it’s the idea that every form of marketing or advertising that you do has within it a level of trustworthiness built into it. Some are easier to trust and some are not. There’s basically 4 M’s that we use to identify that so that we can make sure that we’re getting the most out of any marketing or advertising that we do. The 4 M’s are this: The Message, the Medium, the Moment, and the Measurement.

The Message. Obviously what is it you’re saying? How are you communicating that? Is it words? Is it video? What is the primary message that you’re trying to convey and get across to the person that’s listening? What is your message? There is all kinds of research done about copyrighting and how to say things in a way that are going to appeal to people. The message is critically important. That’s one piece of the trustworthiness of a message, or a marketing message.

Then the Medium. How was it delivered? What is just a text? Was it in a video? Was it in a picture? Was it in a newspaper? Was it in an online advertising? What was the medium that was used to deliver the message to the individual? Was it an email? There are lots of different ways that these messages can get delivered to our target audience. That is a piece of the overall success or failure.

The next key point is the Moment. When did it reach them? Did it reach them when they wanted it or did it reach them at a time that was inconvenient? This is a very important piece of determining the success or failure of a marketing message.

Finally, Measurement. What is the measurement? Measurement is how did it do? We sent 100 of these messages via this medium at this moment. What was the result? What happened from that? That helps you determine how you need to do it differently in the future.