Is it possible to be inauthentic precisely because you are trying to be authentic? Well, yeah! This week’s Trust Cast is all about engineering the perfect trustworthy brand. To do this, you need to be true to your purpose and values. 

Jennifer helps entrepreneurs grow their business by bringing in more (and better) clients. She helps them create a professional strategy and plan that maximizes their marketing so they can attract those ideal clients consistently. 

• Jennifer started her career as a software engineer. 
• She was always interested in UX and the experience that a user has when they interact with software. 
• Jennifer started her own business and had to do marketing and she realized that there were a lot of parallels between software engineering and marketing. 

• Engineering is finding a creative solution to a problem. 
• There are a lot of ways to accomplish the same thing. The trick is finding the BEST way to accomplish the task. What’s the most efficient way to achieve the goal. 
• At the end of the day, you start with a goal and create a step-by-step process to get there. 
• It’s the same way in business. There are a million ways to make money. 
• Marketing is the engineering to figure out how to get there. 

• A brand is all about having a purpose and values. 
• Jennifer worked with an opera singer who wants to completely change the industry and achieve equal pay for women and men. 
• Now that they knew the purpose, they needed to find the ideal client to align with that purpose.
• Talk to your target audience and learn about their pinpoints. 
• Find data that backs up your assumptions. 

• Don’t make the mistake of keeping your brand in your head. Write it down! 
• Distill your brand down to a core framework. 
• Every decision you make should now be run through those core messages to make sure they align with your brand.
• Your actions need to align with your brand values. 
• Don’t fake it!

• You already have an innate set of values inside yourself.
• What are you personal values? Start there!
• If your business values don’t align with your personal values there will be a misalignment, and it will come back to bite you. 
• Other people that have the same values as you will be attracted to your business. 
• Marketing is asking someone on a date. Branding is what makes them say yes.

• Authenticity is a big buzz word right now. 
• Everyone wants to be authentic. 
• What does authentic actually mean though?
• If you have to try to be authentic, you’re automatically being inauthentic. 
• Podcasts are a great way to learn who someone really is. 

• Put your money where your mouth is. 
• If you claim to be a high-end business, you need to make your experience “high-end”
• Create an incredible customer experience from the beginning. 
• Great brands treat their prospective clients as if they’ve already spend money with them. 

• It’s all about education. Thankfully, the market is moving in the right direction. 
• We need to show them what is possible. Think about the lost clients that come because of bad branding practices. 
• COVID seems to have helped. Big brands are creating great value messages. 
• The Gen Z and Millennial generations care about brand. They are willing to spend more money to get a brand that they align with. 

• Funnels become an excuse to say that loosing potential clients is okay.
• We should only loose prospects if they don’t align with the brand and aren’t the right fit. 
• We need to create real relationships and real interactions with people. 
• Automation is a double edged sword. It can be a powerful tool, but it can also take human relationships out of business. 
• Do something at least 5 times before you automate it. 

• Jennifer Anastasi Website
• LinkedIn
• Facebook Group: Strategic Marketing: From Winging It to Unforgettable Messaging

• LinkedIn

• JMH Media: Building Brand Loyalty and Trust
• LinkedIn
• Facebook
• Instagram

• Apple Podcasts
• Google Podcasts
• Spotify
• YouTube
• Podchaser
• Overcast
• Amazon Music

Have some feedback about the show? Feel free to reach out to us at [email protected] You can also rate us in Apple Podcasts or your favorite app to help more people discover the show!

Abby Wilson is a D.C. based business copywriter, web designer, and developer. 

She started Tailor Framed because of her frustration with many B2B business websites currently online that lacked a clear strategy to increase conversions.

She was first introduced to coding in college. With her research background, she decided to combine her experience with problem-solving and her knowledge of how to build and design websites to generate solutions for business problems. 

• Businesses aren’t investing in copywriting.
• If your copy could be on a competitor’s website, it isn’t good. It should uniquely apply to your business.
• Your copy should be a major part of your brand. 
• There needs to be a clear path to purchase that includes macro and micro conversions. There should be major call-to-actions, but also smaller ones to get them in the door. 

• Figure out your brand!
• Who are you as a company?
• Who are your customers? Create customer profiles.
• What does the buyer journey look like? 
• Once you have this, then you can start working on the design and copy of your site. 

• First focus on the brand — Create a brand messaging framework. Create customer profiles. Discuss your brand voice and primary message. Make sure your message is clear and addresses a core desire of your customer.
• Talk to your customers! Conduct interviews or send out surveys. Use your customer’s words in your copy. Talk like they talk.
• “Copy is not written. Copy is assembled.”

• Podcast listeners are super loyal. It’s a great way to build brand loyalty and a voice.
• The longer your podcast goes the larger your fan base will build.
• Podcasts can be a great lead generation tool. Interview your ideal client and build relationships with potential customers. 

• Once again, interview your customers and weave their words into your copy. If you sound like them, they’ll trust you more. 
• Social proof helps create trust: Use testimonials, case studies, logos of companies you’ve worked with, and numbers and statistics, any way you can prove results. 

• When you connect with someone on social media, have real genuine conversations that don’t involve selling. 
• Find people that can help you with specific problems and create a network within a network.
• Have a clear brand strategy and stay consistent to your brand. Your customers will trust you more as they see the consistency of your brand. 
• You need people to “join” your brand. 

• There is a lot of the demand especially as content marketing becomes more important. 
• There are many subspecialties in the copywriting industry too. 
• Copywriters that charge per word are positioning themselves as a commodity. It’s a race to the bottom on pricing. Instead, position yourself as someone that understands brand strategy and can achieve concrete results. 

• Definitely look at their portfolio.
• Get to know their process.
• Ask them what kind of research they do before they write.
• Ask them how they can incorporate your current brand strategy or help you develop a better brand strategy.
• Ask them: what is the goal of the copy?
• Have a clear vision going into the process so that you can give the copywriter a clear direction.

• No. Every part of my journey has happened for a reason. Both the good and bad. 

• Tailor Framed: Turn Your Website Into a Sales Machine
• LinkedIn

• LinkedIn

• JMH Media: Building Brand Loyalty and Trust
• LinkedIn
• Facebook
• Instagram

• Apple Podcasts
• Google Podcasts
• Spotify
• YouTube
• Podchaser
• Overcast
• Amazon Music

Have some feedback about the show? Feel free to reach out to us at [email protected] You can also rate us in Apple Podcasts or your favorite app to help more people discover the show!

It has been said it is better to be trusted than to be loved. We are intrigued by trust. Our governments, economies, and even our personal lives are completely built on trust. In business, if a customer trusts us they’re more willing to buy from us. How does a company build trust with customers at scale? How do we break through the noise of our digital world where consumers are less trusting than ever? This podcast seeks to answer these two questions and will focus on the ultimate keystone marketing metric that matters - customer trust.