"People do business with people they know, like and trust.” A paraphrasing of one of my favourite quotes, from Bob Burg in his book, The Go Giver.Trust is critical to building relationships and therefore to growing your business. These days, people don’t want to be sold to; instead, we need to prove we can help by showing our credibility, reliability and authenticity. We need to demonstrate empathy and knowledge – show we can be trusted.The best way to build business relationships is to build trust through your content. Brands need clear messaging which engages their audience and defines their reputation. Leaders need to establish themselves as experts in their field.For 23 years, the Edelman Trust Barometer has measured global trust and credibility. In an increasingly polarised society, business is now the only institution seen as competent and ethical.That’s a great platform for us to use, but also one that must be nurtured by demonstrating authenticity, credibility and reliability in everything we create. I’ll share stories of why trust is important, and tips on how to make sure it shows up in your content.  I’ll explain the A-Z of communicating your business, highlighting opportunities to show and share trust and authenticity and what NOT to do when trying to build fruitful business relationships.

Emma is the founder of Melting Pot Creations, the copywriting agency where clarity meets creativity.

A highly effective creative copywriter specialising in coaches and other people-focused service businesses, Emma works with her clients in four ways, covering content strategy and planning, building an online presence, copy that converts and outsourced done-for-you writing.

Along with her small team, she writes blogs, website words, case studies, LinkedIn posts, marketing emails, newsletters and much more, helping her clients to showcase the human behind the brand and grow their businesses.

Emma’s corporate background means Melting Pot can advise clients on messaging and how it relates to their business strategy, their marketing strategy and their brand profile.

Based in Northamptonshire, Melting Pot serves clients of all sizes from throughout the UK.