In today's economy, marketers need a new strategy to earn trust, act with transparency, and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions, and consumer brands. To regain the trust of consumers and citizens, marketers talk about empathy and authenticity. But how do you get beyond those buzzwords? Give more control to your audience—and they'll put more trust in you.
It might be a scary proposition, but trading control for confidence fuels a surprising range of high-performing organizations. Airbnb, Zoom, the FBI, TED, the United Kingdom Government Digital Service, The New York Times, America's Test Kitchen, local election commissions, and other organizations have all embraced strategies of content and design that transform their audiences into empowered decision-makers. Smart organizations teach their audiences to evaluate product options, engage in continuous self-education, and make more informed choices.
Examining what works among these teams of all stripes and sizes, content strategy expert Margot Bloomstein casts a broad net to capture the experiences of copywriters, designers, creative directors, and CMOs—people who work to build trust through imagery, editorial style, storytelling, and retail design.
In an actionable framework focused on voice, volume, and vulnerability, this book will teach you how to employ concrete tactics to help your brand regain trust, respect, and customer loyalty. Lead your organization and audience from cynicism toward something far more productive: hope.
Industry Reviews
"Marketing directors at all levels will find her insights intriguing ... a punchy and stimulating look at building brands." -Kirkus Reviews
"Expertly written, deftly organized, thoroughly 'reader friendly' in presentation, impressively informative, and a thoroughly comprehensive 'DIY' instruction guide ... an especially and unreservedly recommended addition to professional, corporate, community, college and university library Business Management collections and supplemental studies curriculum lists."-Midwest Book Review
"At long last, someone has exposed the truth about brands! Margot Bloomstein deftly revealshowbranding must go beyond the infinite power grab for profits and begin to behave bravely in order to improve the world. In smart, elegant prose, Bloomstein explores how the responsibility of the corporation has evolved, and what it takes to create genuine trust between citizens and the companies they invite into their lives."
-Debbie Millman, Host, Design Matters; Editorial Director, Print magazine; Chair, Masters in Branding, School of Visual Arts
"We live in a time where cynicism reigns. This book shines a light for those who want to build companies and brands that are honest, optimistic, enduring, and able to contribute real value to the world."
-Khoi Vinh, Senior, Director of Design, Adobe
"Trustworthy brings together a cornucopia of real-life case studies and presents concrete examples of how to beat cynicism and build trust. It should be required reading for anyone interested in building a deeper, lasting rapport with their customers or audience."
-Christopher Strebel, Manager, Digital Content Experience, World Health Organization
"Compassionate experience design sits squarely at the intersection of vulnerability, candor, and humility, and Trustworthy deftly delivers the roadmap to get you there."
-Kara DeFrias, Director of Experience Design, Obama White House
"Trustworthy is more than a simple how-to for developing trust and establishing strong relationships with clients and audiences-it goes beyond this by illustrating why it is important to do these things. If you're trying to develop deeper and more meaningful engagements, read this book."
-Eduardo Ortiz, CEO, Coforma
"Margot Bloomstein offers us not just direction for creating transactional trust, but also a model that will prompt brands and organizations to become a beacon of believability by putting forward their authentic values, most charismatic attributes, and unique characteristics. There's hardly an organization out there that wouldn't benefit from the guidance in this book."
-Kate O'Neill, author of Tech Humanist; founder and CEO of KO Insights
