You probably hear about trust and loyalty in business all the time, but have you ever really asked yourself, “Why is it important to build trust with customers?” After all, they aren’t your friends or family, and you aren’t giving them your bank passwords – so why is building trust with customers a top priority for so many business owners? It’s true that customer trust and loyalty are vital for business success, but for too many business owners, trust and loyalty have become mere buzzwords with no plan or substance behind them.

With all of the AI buzz lately, it got me thinking: As a creative professional, I approach creative content from a different perspective compared to someone who is only consuming content. I can completely understand why people are blown away by the likes of ChatGPT and Midjourney. It really is neat stuff, and it works well when it works (emphasis on “when”.) If you don’t look any deeper than surface level, it seems like it does the trick beautifully. So, what’s the harm?

Have you ever tried to solve a problem with just a little bit of information available? Perhaps its how we’re programmed as humans, but people often assume they know what they’re talking about after only a brief introduction to a subject. In the digital age, it’s easy to think that reading a few articles or taking a free course can turn you into an expert in any field, including content marketing. You may have searched for how to attract new clients in Charlotte or looked up marketing tips for companies in Charlotte. The Internet probably gave you a lot of good advice, and maybe you think, “Ok, this will be easy. I’ve got this.”

If you want to know how to write content that converts, you first need to think about how to write conversationally. Conversational writing is a style that incorporates the feeling of dialogue where none exists. Why does this work, and why should you write conversationally? Simply put, conversational writing is more engaging. It helps to draw the reader in and make them feel like they are a part of the process. In a sense, you’re having a two-way discussion with the reader through a one-way platform.

Using your podcast as a PR branding tool, you can also put a human face on your brand. With the Internet, it’s easy to fall into the trap of providing service to your customers without engaging face-to-face. There’s a lot of efficiency in this, but how much brand loyalty are you losing by skipping face-to-face interaction?