Trust Signals

Brand Building in a Post-Truth World

By: Scott Baradell

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Paperback | 18 October 2022

At a Glance

Paperback
300 Pages

Dimensions(cm)
21.59 x 13.97 x 1.7

Paperback

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What is a trust signal?

Let's say you're interested in a book you aren't familiar with-this book, for example.

Before you buy it, you wonder, "Can I trust this author?" Can you trust that their book will be worth your money and your time?

The author, in turn, tries to prove their trustworthiness in a number of ways:

An accomplished and relevant biography
Glowing praise from well-known people on the cover
Five-star reviews on Amazon
Acclaim on social media by people you follow
Coverage in news media outlets you know and respect

These are examples of trust signals, the points of evidence that individuals, companies, and brands use to win one another's trust.

Mastering these signals is the single best way to build, grow, and protect your brand in today's post-truth world-where trust is the most precious commodity of all.

Industry Reviews

"In Trust Signals, Scott Baradell makes a compelling case that in our post-truth world, earning trust is a more complex task than ever for brands-but also one well worth the effort. Scott explains in practical detail how businesses can build a path of credibility online-breadcrumbs of trust- that attracts website visitors and accelerates brand growth."

- Gini Dietrich, founder, CEO, and author of Spin Sucks

"Scott Baradell argues in Trust Signals that customer reviews are part of a larger continuum of influence online, encompassing sources of information ranging from micro-influencers to the Kardashians and The New York Times. It's an ingenious way to connect the dots in an increasingly challenging landscape for building brand trust. Trust Signals will help CMOs to better prioritize and calibrate their marketing investments."

- Vinay Bhagat, Founder and CEO of TrustRadius

"While 'trust signals' began as a term of art in the world of e-commerce, Scott Baradell advocates for its broader use to describe any evidence point that helps a brand to build trust online. Today, not just e-commerce but virtually all commerce is conducted online, thanks to the ascendancy of inbound marketing. Trust Signals draws a direct line from checkout-page security seals to news media coverage and Google visibility as sources for building, growing, and protecting brand trust."

- Tim Dowling, founder and CEO of TrustedSite

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Public Relations Economics Behavioural Economics

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