Trust Signals

Scott Baradell

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What is a trust signal?

Let’s say you’re interested in a book you aren’t familiar with—this book, for example.

Before you buy it, you wonder, “Can I trust this author?” Can you trust that their book will be worth your money and your time?

The author, in turn, tries to prove their trustworthiness in a number of ways:

  • An accomplished and relevant biography
  • Glowing praise from well-known people on the cover
  • Five-star reviews on Amazon
  • Acclaim on social media by people you follow
  • Coverage in news media outlets you know and respect

These are examples of trust signals, the points of evidence that individuals, companies, and brands use to win one another’s trust.

Mastering these signals is the single best way to build, grow, and protect your brand in today’s post-truth world—where trust is the most precious commodity of all.

Press & Praise

Gini Dietrich, founder, CEO, and author of Spin Sucks

In Trust Signals, Scott Baradell makes a compelling case that in our post-truth world, earning trust is a more complex task than ever for brands-but also one well worth the effort. Scott explains in practical detail how businesses can build a path of credibility online-breadcrumbs of trust- that attracts website visitors and accelerates brand growth.

Vinay Bhagat, Founder and CEO of TrustRadius

Scott Baradell argues in Trust Signals that customer reviews are part of a larger continuum of influence online, encompassing sources of information ranging from micro-influencers to the Kardashians and The New York Times. It's an ingenious way to connect the dots in an increasingly challenging landscape for building brand trust. Trust Signals will help CMOs to better prioritize and calibrate their marketing investments.

Shama Hyder, CEO of Zen Media, Best-Selling Author, Keynote Speaker, LinkedIn Top Voice in Marketing 4X, Henry Crown Fellow

My friend and colleague Scott Baradell just released Trust Signals: Brand Building in a Post-Truth World. It's honestly one of the best books I've read on the future of PR and brand building. What I love is that Scott is a practitioner so he's sharing real-world examples of what it takes to build a brand. Definitely check it out.

Scott Baradell is a writer and entrepreneur who grew his PR agency, Idea Grove, with business generated by its popular blog. Idea Grove is one of the top twenty-five tech PR agencies in the United States, a three-time Inc. 5000 company, and an Inc. Best Workplace in 2021 and 2022.

In 2020, Scott started a second blog, Trust Signals, to provide news, analysis, and practical advice on what it takes to build trust with customers and the public in today’s post-truth world. The blog inspired and culminates in this book.

Before Idea Grove, Scott was the chief communications officer for two billion-dollar companies, the co-founder and CMO of a venture-backed startup, and an award-winning journalist. He lives in Dallas, Texas, with his wife, Maria, and children Juliet, Benjamin, Jack, Christopher, and Maggie.

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