Trust Potential – The Third M = Moment
Peter Brissette • April 27, 2017
Peter Brissette here, and I’ve got something for you again this month in our monthly marketing message.
We’ve been talking about trust potential. Trust potential is the basic idea that any marketing or advertising that you do has an inherent amount of trust built into it, depending on a number of factors in four key areas. The first area is the message. What is the message that you’re delivering and saying to your prospects?
The second is the medium. What is the delivery system that’s delivering this message? Is it a video? Is it a newspaper ad? Is it a text message or an email? How is this message being delivered to them?
Then the third one that I want to talk about today is the moment. That is when that message via that medium is delivered. It’s very important to understand that as you’re planning your marketing, you need to include when you want to deliver specific messages.
When can you decide, and how do you decide when is the right time for a specific message?
Ultimately, this is a question that you have to ask your prospect. A simple way to do this is to break it down by the need. Mr. Customer, is this a current need? As in, you need this immediately right now. You have a problem that you need to solve, and I have the solution for you, and you need to do it today. Versus, this is something I know that’s a coming need, and I’m interested in this area, and I want to get more information, but it’s not an immediate need, it’s a future need. That basic criteria right there can tell you which message you need to deliver, and when you need to deliver that message, based on that.
All this data is tied up within your current customer base in clients that you have and understanding when was the right time to deliver a specific message to them? There’s a whole other avenue that you can go deeper into this, and there are some really interesting things that are happening because all this data about us, each of us, is anonymous data that’s floating around out there, and there are all different sources of this data that’s being pulled in and being used to send us marketing messages.
It’s basically the idea of, what was the movie called Minority Report with Tom Cruise? And in that movie, there were some scenes where you would walk into a store, and it would scan your eyeball. The scanner would scan your eyeball, and as soon as it scanned your eyeball, it identified who you were and began to deliver you specific messages based on who you were because it understood your interests and what you liked, and your purchases that you have made.
We’re starting to see this level of technology that’s showing up in some of our advertising platforms, platforms like Facebook where we can target specific behaviors, not just demographics, and so that is really the future of marketing, and it’s kind of here today in terms of really thinking about how you can deliver your message at the right moment to the right audience.
So there’s a lot of thought that needs to go into that. In order to get the ultimate goal, which is a conversion, and what is a conversion? A conversion means I’ve taken you from a suspect to a prospect, to a potential customer and eventually to a converting client who is actually making a purchase.
That is the third M in trust potential, and next month we’ll be talking about M number four, which is the measurement. How do we measure the results of our marketing campaigns inside of trust potential, and we’ll wrap it up with that message.
That is your monthly marketing message for this month. I hope you enjoyed it. Please leave your comments. It is nice and caring to share, like comment as well on the video where we might see this. Thank you very much and have a great month.
Video Transcript: All right, hey guys, Peter Brissette here, Digital Marketing Dude, and I wanted to share with you something new about Google reviews that you want to be aware of. So Google now will allow users to update their profile, their name on their profiles, so they can be more anonymous. So they're not entirely anonymous, but if they want to use an initial on their last name or shorten their first name, you know, if it's Jennifer and they just want to put Jen or whatever, Dogmom1234. They can change that on their reviews. So that change here just recently was updated means a couple of things. I just wanted to go through this article real quick and talk about that. So what exactly changed in the review system? So Google now allows any user to set up custom display name and profile image, which will appear on all reviews, photos, videos, and contributions across maps and search. It's also retroactive to all the other reviews that they have left as well. So you don't need to have a different Google account to protect your identity. You can just update your profile information. So in practice, what this should mean is that customers can leave reviews under a nickname instead of their full name. All past, future Google Maps contributions, adopt the pseudonym, applies across Q&A, images, and videos. So Google still knows the account behind the review, only the public name is going to be different. So it should allow, in some industries, folks to be able to leave reviews where maybe in the past they haven't. For example, legal services. So in legal services, can you imagine if you were charged for a crime and your attorney helped you and kept you out of jail or whatever it was, and you went on to post, hey, I got charged with shoplifting. And thankfully, my attorney helped me out. You may not want to put your name on that and have it out there. So things like that, mental health is another big area, various medical or health care practices, a lot of health care practices, I think this could affect. Definitely addiction treatment and recovery, financial advisors, and some sensitive home services. The big question is, does this is, The Increase fake review risk. Most people don't think so. Again, this article is from taprocard.com. They certainly don't think so because it's still a real account. It's not like it's a fake account or something like that. So I think it's still going to produce good reviews, but it should increase the number of reviews. And that's really why this matters for business. You should be able to get more reviews. What you want is more frequent reviews, more recent reviews, and that will help build trust from potential customers. And even with all the AI hype and everything that's going on, it's going to help you with your SEO in maps and search, in particular from phones. So how do businesses adjust the review request strategy? How One thing that can be added when you're requesting reviews is to mention if you'd like extra privacy, Google now allows you to leave reviews under a custom display name. And so that can be something that you add in there. I'm also going to put a link here in the post on how to change your Google display name so that you can see that and be able to offer that for your clients as well. So I just wanted to throw out this quick little update. If you have any questions about this, I want to talk about how your reviews are being managed right now. If you're using our services or someone else and would like to talk about that, please reach out. Thank you again, Peter Brissette, Digital Marketing Dude. Visit our website at dmdude.com. Here is the link to the original Post: https://taprocard.com/blogs/article/google-anonymous-reviews-update-2025 Here is a link that explains how to change your display name on google. https://support.google.com/maps/answer/15294714?hl=en
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The last question that should we follow our competitors on social media? Sure, why not. You know, you want to see what they're doing and see what's happening there. You know if you're going to be active and you're really trying to use social to build your business then having a good idea what's what your competition is up to is probably important. And you know sometimes what I find with so called competitors is that we you know often times find people that we can collaborate with. It doesn't necessarily mean they are competitors so we work with a number of other marketing agencies and provides some services for them for their clients that they don't necessarily do, but they hire us to do it for them. So like I work with other marketing agencies, so they're not necessarily, you know, your competitor and everything. So but yeah, see what's going on you know, investigate, read up on them, see what they're doing, check out their websites, see what they're ranking for. You know, the more you understand the competitive landscape, the more you know what you should be doing and what you need to do.
And the last question that we have is, can you say more about running a test on TikTok yeah, I so I'm not on TikTok I'm not using tiktok. I wind up watching a lot of TikTok videos on Facebook and the Facebook reels. I think it's fascinating. I find it very interesting. But it's not a platform that I've taken the time to jump on at this point. Again, based on where I'm at with strategy and so forth, it's not a fit for me. But anytime you're using any platform, if you're going to do something, you want to come up with some means of measurement. How am I going to measure success? What does success look like? Is it I, you know, posted a video and I got a thousand views. Is that success you know or is it actually driving traffic and are you tracking how much traffic and then are you tracking what happened to that traffic? Did they fill out a form, did they make a phone call? Like what's the, where do you want that to go? So we really need to step back and think about that whole process. Of creating content, I'm pushing this through to, you know, to my website. And this is what I want to have happen. This is what I wanted the results to be. And then how am I going to track it? How am I going to measure it and do that so anytime you're spending, anytime you're doing something new in particular. Or you're spending any money you need to track it all the way through. All the way through.
The next question that we have is if you have a GoDaddy web page already and are having some issues, are you able to switch over somehow? You can build your website on any other platform and then just you just change the domain where the domain points. So yeah, you can do that anytime. Thank you, Peter.
Next question is how powerful are paid plans to things like Google Adwords or whatever it is called now regarding driving traffic, how can you possibly compete when you don't have the cash to put towards such programs? Yeah, so that's where you gotta get creative. So again we're small businesses and we don't have you know, unlimited funds to you know, just throw a bunch of ads up and you know compete with some other big companies so. Again, this goes back to what are the things I can really do better, because chances are your website is getting some traffic and it could be getting good traffic, but if your messaging isn't clear on your website, you're not getting them to take the next step. They're not making a phone call or filling out a form. So where I can put energy and effort is in that messaging and that and being very clear about who I'm working with, the problem I solve, how I solve it. So that whoever does come across my radar, I have a much higher chance of converting that person then someone else. So you know it's not the best product that always wins, it's who's the best communicator. And so that's why I talk about what you own and what you can't can control and making sure that is dialed in. And doing what it's supposed to do so that if you do go I, if I'm dialed in and I know everything is working well with my website and it's communicating clearly now, I can spend a small amount on ads and drive a small amount of traffic knowing that I'm probably going to get a decent amount of conversions because my messaging's on point and so I don't have to spend as much as the big guy. But I can be more effective because I've spent time working on the stuff that really matters. Thanks, Peter.