The biology of building trust

Kelly explains how understanding the biology of trust can help excel not only your sales and SEO performance, but also mend fractious relationships at work. Trust is not only a central building block of EEAT, but is vital for building potentially long lasting relationships - both with customers and with colleagues. She'll delve into research studies and learnings from leading authorities on trust to help you re-wire your thoughts on what trust truly means forever.

Transcript

1. The biology of building trust Kelly Johnstone Staysure Group Speakerdeck.com/kellyiscontent Threads@KellyIsContent
2. What you'll learn How to build your conversational intelligence to be awesome at everything* * maybe not everything, but you will feel more awesome
3. Without trust, nothing matters
4. "The way to make people trust- worthy is to trust them." Ernest Hemingway
5. Trust is a feeling. It’s led by emotions and supported by logic.
6. Trust lives in the prefrontal cortex Meet your happy hormones: oxytocin dopamine & endorphins
7. Fight, flight, freeze or appease responses. Meet: Cortisol, adrenaline and dopamine (again). Distrust is found in ‘the primitive brain’
8. Source: Dimoka A. Brain mapping of psychological processes with psychometric scales: an fMRI method for social neuroscience. Neuroimage. 2011 Jan;54 Suppl 1:S263-71. doi: 10.1016/j.neuroimage.2010.05.007. Epub 2010 May 16. PMID: 20472077.
9. Does heat have an impact on our interpersonal perception?
10. 2,000 citations on Google Scholar and reproduced by other studies Source: Williams LE, Bargh JA. Experiencing physical warmth promotes interpersonal warmth. Science. 2008 Oct 24;322(5901):606- 7. doi: 10.1126/science.1162548. PMID: 18948544; PMCID: PMC2737341.
11. 861 people Or… not?
12. It’s a pretty cool story! How do you feel about it now? Published in Science Scientists Cited by over 2k others
13. You moved to distrust without me lying. This is what people do when they compare products.
14. Communication isn’t as simple as you think Mean Understand Say Hear
15. Picture a rectangle, a triangle and a circle in your mind.
16. Here’s mine.
17. I bet yours isn’t a cupcake
18. I bet yours isn’t a cupcake
19. Conversations trigger a physical and emotional change that can open or shut you down
20. What information do we take in when communicating? 7% words 38% tone of voice 55% non-verbal communication
21. Levels of trust
22. Level 1 Tell/Ask Tell. Sell. YELL. (don't do this...) WE SELL CUPCAKES!
23. Level 2 Advice Loaded conversations cause protective behaviours We sell cakes that taste great!
24. Level 3 Co-creating space Indulge in a slice of heaven with our delicious cakes.
25. The b g trust markers orin Reputable authorship
26. The b g trust markers orin Reviews both # and score
27. The b g trust markers orin Testimonials
28. The b g trust markers orin Awards/security
29. Don’t let having pre-existing medical conditions stop you from seeing the world with confidence. Get a quick quote for travel insurance with medical conditions and know we’ll be there if something goes wrong. Trust worthy copy in action…
30. Don’t let having pre-existing medical conditions stop you from seeing the world with confidence. Get a quick quote for travel insurance with medical conditions and know we’ll be there if something goes wrong. Why it works... My pain points are understood.
31. Don’t let having pre-existing medical conditions stop you from seeing the world with confidence. Get a quick quote for travel insurance with medical conditions and know we’ll be there if something goes wrong. Why it works... It talks about benefits to me, not features.
32. Don’t let having pre-existing medical conditions stop you from seeing the world with confidence. Get a quick quote for travel insurance with medical conditions and know we’ll be there if something goes wrong. Why it works... It talks TO me Not AT me.
33. Shift your thinking... Persuade Build trust with conversational intelligence