049: Your Copy NEEDS To Build Trust. Here’s Why & How…

Today’s article focuses on 3 types of trust: deterrence-based trust, knowledge-based trust, and identification-based trust. The article reveals that trust and social capital are both a prerequisite to learning and that trust can determine the type of learning that happens. Trust and social capital are important for us as copywriters as we’re more likely to be vulnerable with one another. But, how can we write copy that builds trust and social capital at the same time? Listen to today’s episode to learn more.   What To Look For In This Episode: What is the relationship between trust and social capital? What is the role of trust and social capital in learning? 3 trust builders in copy: ability, benevolence, integrity.   Journal Article: Understanding the Dynamics of Collective Learning: The Role of Trust and Social Capital http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.948.4451&rep=rep1&type=pdf&fbclid=IwAR04Wo41zYXVi3a_tzxEcjYIkUS_774EtCHH4effbEiTELWK4yW2kRmQtjA   Gubbins, C., & MacCurtain, S. (2008). Understanding the Dynamics of Collective Learning: The Role of Trust and Social Capital. Advances in Developing Human Resources, 10(4), 578–599. https://doi.org/10.1177/1523422308320372   Resources: Register for my workshop – geoffkullman.com/workshop Brand Voice Template – brandvoicetemplate.com   Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions   Connect with Geoff:   Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com    Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!