Competency: Leftovers ≠ Fresh

Marketing’s power is in trust, not in the latest fad. Today’s pillar of trust is competency.*

Prospects smell those funky leftovers right away.

If that email is the same one you sent out two months ago, recycled with a slightly new twist, your recipients will notice.

Your open rate and click rate will drop.

And what do people do with smelly food?

They toss it right in the trash alongside your last email.

They will lose trust in you and your content.

As David Horsager* puts it: “People have confidence in those who stay fresh, relevant, and capable.”

Give your audience something fresh to sink their teeth into.

Use our Answer Vault Framework to guide you in giving away fresh expertise.

It will help you craft your answers into 50 easy-to-read blog posts written directly to your unique target audience.

Stop recycling the same content again and again—it’s tiring for you and your audience.

When your expertise helps your prospects, you are building trust.

Keep the expertise you share fresh with the Answer Vault Framework.

*This is a series based on David Horsager’s The 8 Pillars of Trust, in which we explore the importance of trust in marketing.