By Richard Croxford, Copywriter, UK

In my day job I write a lot of copy for accountants and solicitors whose whole business is centred around trust.

If they don’t have the trust of their clients, they can’t provide advice and guidance in their relevant fields and, if they can’t do that, they won’t make any money.

As a result, in my copy I’m constantly trying to build rapport and a relationship with the reader.

It’s a fine balance between being informative and remaining friendly enough that your audience relates to you on a fundamental level.

However, there’s an easier way to instil trust in your reader and it involves something called a “kitemark.”

What is a kitemark?

Originally, a kitemark was a certification mark owned and operated by the British Standards Institution (BSI) that demonstrated that a product had gone through the relevant quality tests.

It was symbol of quality and safety, indicating that a product or service has undergone rigorous testing and met certain standards.

This idea was introduced in 1903, and since then they have become synonymous with reliability and excellence.

But, from a marketing perspective, they aren’t just about quality and could represent other things.

Why are they useful in marketing?

A lot of businesses have started using their own version of a kitemark to demonstrate some kind of attribute which acts as a promotional tool and instils trust in whoever sees it.

In soliciting, for example, plenty of firms actively attempt to be accepted to the Legal 500, which demonstrates their excellence as legal advisers.

Equally, a restaurant with a good hygiene rating from the council usually displays it on the door.

In essence, kitemarks allow you to bypass building a relationship with the consumer, in many ways, because they know they can already trust you.

The kitemark demonstrates that you’re better than the competition, that your business is high quality and that whatever your product or service, you’ll do a good job.

How can businesses aquire kitemarks?

One of the easiest ways to get kitemarks is to show your approval from the relevant authority that governs your sector.

Whether it’s the Legal 500 for solicitors or the Food Standards Agency for restaurants, getting a good score and showing it on your website/physical location is always a good move.

Equally, awards act as kitemarks in many ways – especially when you include a small logo from the awarding body on your website to show your achievements!

Demonstrate compliance with the relevant industry standards first and then showcase your achievements through various awards and approvals.

Reviews work in a similar way – a five-star review on Google goes a long way to creating trust between you and your consumer.

Which is what business is all about right?

No trust = no sale!

If you enjoyed this article, why not subscribe?

You’ll get three FREE articles per week, delivered straight to your inbox and we never, ever send spam!

Seriously, it’s FREE, why haven’t you done it yet?!