Trust Agents Buchzusammenfassung - das Wichtigste aus Trust Agents

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Zusammenfassung von Trust Agents

Name: Trust Agents
Author: Chris Brogan and Julien Smith

Chris Brogan and Julien Smith

Using the Web to Build Influence, Improve Reputation, and Earn Trust

17 Min.

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Networking Marketing Sales

Inhaltsübersicht

Trust Agents
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What’s in it for me? Learn how to become an influencer and rally people to your cause.

Whether you like it or not, the advent of the internet has forever changed the way we communicate and share information. Companies and marketers across the globe have begun to see that their TV adverts and billboards just aren’t getting the job done anymore.

Herein lies a great opportunity for individuals who want to extend their own influence, spread their ideas and benefit the causes they care about. They can become trust agents: the savvy, warm, community-minded operators of the internet age.

In these blinks you’ll find answers to the following questions:

Why aggressive selling and advertising is useless today, while humanity and compassion work wonders.
Why sometimes it may be a good idea to disparage your own products.
Why it can be useful to view life as a mere game where you score points.

The internet has spawned a new kind of marketer: trust agents.

We all know how profoundly the emergence of the internet has affected our daily lives, but how should marketing techniques adapt to this major shift?

The most obvious effect is that the increased availability of information has led people to be less trustful of companies and products.

Just a few decades ago we tended to trust advertisements and salespeople – we had no choice. They were pretty much the only sources of information about products. These days, however, we can do our own research via Google, so we don’t need to trust advertisers anymore.

However, even in these distrustful times, there are still some individuals who are trusted by their customers, and are thus very influential: trust agents.

Though trust agents represent companies or products, they build up trust by being knowledgeable, yet also warm, human and community oriented. This is especially true in the realm of new technologies, where trust agents use their expertise to show customers how they can use new, unknown technologies to better their lives.

Trust agents generally build up their influence over the web.

For example, let’s say you want to become a trust agent. To get started, you set up a public blog about your field of expertise, e.g., digital photography. This allows you to share your expertise with potentially millions of photographers, and since you wouldn’t be selling anything, they would also see you as trustworthy.

But even though trust agents don’t really sell things, at the end of the day they are marketers and able to spot business opportunities that they can take advantage of thanks to the social capital they have built up.

For example, if your photography blog has lots of followers, you have social capital: People know you, respect you and are grateful to you for sharing. One way you could capitalize on this would be to publish an e-book based on your blog, as your loyal followers would probably be happy to buy it.

In the following blinks, let’s look at some of the key traits of trust agents and how you can emulate them.

Think of life as a game.

Do you ever feel stressed out at work?

How about when you’re playing a game, like football or Monopoly?

To promote your product online, don’t focus on selling it.

Everyone hates adverts online, whether spam emails or annoying pop-up windows.

This means that if you have a product you wish to promote, you clearly cannot rely on these old marketing methods.

Start building online channels to reach more people and maximize the impact of your actions.

Many of us enjoy watching funny YouTube videos or browsing our Facebook feeds, but these activities do sort of beg the question: are we really using the internet to its full potential?

When it comes to any new technology, this is what every aspiring trust agent must ask herself. This is because trust agents are expected to be technology savvy.

Become an agent zero: the center of your networks.

Do you know the kind of person who seems to know everyone at every party?

These people are agent zeroes: they are at the center of the networks they belong to, meaning everyone knows them.

Online etiquette is simple: behave as you would in real life.

If you’ve ever read the comments section of a YouTube clip or a CNN news story, you’ve no doubt already surmised that many people don’t know how to behave on the internet.

But this observation prompts an interesting question: what rules of conduct should one follow online?

Join and create groups online to magnify your own influence.

Could you imagine moving house on your own? Probably not, as the job would simply be too much for one person. Instead, you’d ask your friends to help.

This is the same ethos you should follow in your online endeavors: engage groups of people to help you succeed.

Use trust agent principles offline too.

So far you’ve seen how you can use the internet to become more influential. But do trust agent principles only apply in the online world?

In fact, they can be applied offline as much as online, in both your private and professional life. For example, networks are pretty much universally beneficial, whether you’re looking for a new job or need help moving.

Final Summary

The key message in this book:

All of us are trying to sell something, whether it’s a product, our ideas, or our personas. But to succeed, we can’t focus on selling – instead we need to build meaningful relationships and networks where we do our best to help others. The selling will happen as a by-product and meanwhile these networks greatly expand our influence.

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Worum geht es in Trust Agents?

Trust Agents describes how anyone can use the web to become a trust agent – meaning someone who is well-versed in the tools of the web and who is very influential and trusted because of this.

Bestes Zitat aus Trust Agents

In a way, the web is like your Hollywood agent: it speaks for you whenever youre not around to comment.

—Chris Brogan and Julien Smith

Wer Trust Agents lesen sollte

Anyone who wants to understand what successful marketing looks like in the internet age
Anyone who wants to greatly expand their influence

Über den Autor

Chris Brogan is a well-known American blogger, journalist and marketing consultant. Julien Smith is a consultant, speaker and CEO of the start-up Breather, a company that rents out rooms for work and relaxation.

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