The document discusses the importance of building trust with users. It notes that everything claims to be "the best" but gaining trust takes time. It recommends setting realistic expectations using language people actually use and then meeting those expectations to build trust. Building trust involves speaking to users in a way they understand across all communication channels.

1. @steph_hay #uievs
Trust me.
I’m the best.

2. @steph_hay #uievs
Trust me.
I’m the best.

3. @steph_hay #uievs
I’m being dramatic!
But just to illustrate a point.

4. @steph_hay #uievs
Gaining trust takes time.
This is why it’s so valuable.

5. @steph_hay #uievs
Everything is
“the best.”
Easy. Innovative. Powerful. Beautiful. Fast. Affordable.
Intuitive. Efficient. Effective. Secure.
Award-winning. Cross-platform. Mobile-compatible.
Simple.

6. @steph_hay #uievs

7. @steph_hay #uievs
Everything is not
“the best.”
Disappointing. Buggy. Cancel. Refund. Cluttered.
Overwhelming. Crap. Incompatible. Doesn’t work.
Unusable. Impossible. Frustrating. Difficult. Spammy.
Unsubscribe.

8. @steph_hay #uievs
BUILD TRUST FIRST.
Trust makes users happy.

9. @steph_hay #uievs
STEP 1
Set realistic expectations.
Using words people actually say.

10. @steph_hay #uievs
STEP 2
Meet those expectations.
That is all.

11. @steph_hay #uievs
Building trust by
speaking your
users’ language
from the search engine to marketing
copy, forms, email & social media

12. @steph_hay #uievs
Increase engagement Early adopters
Conversion-oriented
DRIP campaigns
Connect with our users
Optimize
Qualified leads
Segmentation
http://www.siteposition.ca/conversion-rate-optimization

13. http://bukk.it/winnar.gif

14. @steph_hay #uievs
You’re awesome.
Trust in that.