049: Your Copy NEEDS To Build Trust. Here’s Why & How…

The Psychology of Copywriting

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Today’s article focuses on 3 types of trust: deterrence-based trust, knowledge-based trust, and identification-based trust. The article reveals that trust and social capital are both a prerequisite to learning and that trust can determine the type of learning that happens. Trust and social capital are important for us as copywriters as we’re more likely to be vulnerable with one another. But, how can we write copy that builds trust and social capital at the same time? Listen to today’s episode to learn more.

What To Look For In This Episode:

What is the relationship between trust and social capital?
What is the role of trust and social capital in learning?
3 trust builders in copy: ability, benevolence, integrity.

Journal Article:

Understanding the Dynamics of Collective Learning: The Role of Trust and Social Capital

http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.948.4451&rep=rep1&type=pdf&fbclid=IwAR04Wo41zYXVi3a_tzxEcjYIkUS_774EtCHH4effbEiTELWK4yW2kRmQtjA

Gubbins, C., & MacCurtain, S. (2008). Understanding the Dynamics of Collective Learning: The Role of Trust and Social Capital. Advances in Developing Human Resources, 10(4), 578–599. https://doi.org/10.1177/1523422308320372

Resources:

Register for my workshop – geoffkullman.com/workshop
Brand Voice Template – brandvoicetemplate.com

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