Thread by @mbloomstein

So what's in #TrustworthyBook? THANK YOU FOR ASKING. The three-part framework draws from interviews and examples with brilliant, thoughtful, and generous leaders in marketing, design, and content strategy. Here are some of the highlights! 🧵

https://twitter.com/mbloomstein/status/1366742767158910976

Trust starts by maintaining a distinct and consistent voice, visually and verbally. Who better to unpack that idea than the original creative and editorial team at @BananaRepublic? Remember their catalogs? #TrustworthyBook offers lessons from them for so many content types. 2/20

As your product roadmap, services, and brand itself evolve over time, you need tools to maintain your audience’s confidence. @Mailchimp teaches us about the challenges of growth and the value of creative and editorial guardrails for content creators and users alike. (3/20)

Transparency and humility can empower users with confidence—if your brand treats those values as more than just buzzwords. No one does it better than @Lovehoney.

Can you find lessons in trust from chatbots in the sex toy industry in the pages of #TrustworthyBook? YES YOU CAN.

Organizations build trust not through bravado, but by speaking plainly about what they don’t know. Details that support clarity make all the difference. In #TrustworthyBook you’ll find that lesson from @Lovehoney… and the @FBI.

I know, I know… YES, they make sense together.

Clarity drives confidence, and confidence drives trust—and public health challenges demand it. The #ContentDesign team at @NHSDigital generously shares lessons in #TrustworthyBook on how to empower people with plain language, design, and content to drive better outcomes.

Plain language helps people help themselves, but that doesn’t mean we need to dumb down details. #TrustworthyBook offers examples from @NIH ClinicalTrials.gov to illuminate how good content helps people feel confident in their knowledge of technical subjects—and themselves.

How we communicate matters—but beyond voice, the volume of information we give users can also make a difference. Hear from America's @TestKitchen about how “success breeds confidence,” and how the right content types can support your users every step of the way. #TrustworthyBook

If cynicism undermines trust, how do you ensure every touchpoint and marketing channel builds confidence—and customer loyalty? The team at @Crutchfield offers #TrustworthyBook examples on the value of trust-building content throughout the user journey. Also... metrics! (9/20)

Longform content and broad #omnichannel publishing platforms offer many opportunities to earn trust. But how do you know when you’ve said enough? Ask @GOVUK about what comes after a content audit. #TrustworthyBook offers vital lessons on boundaries from @ContentDesignLN.

Beyond length, how we abstract information can also build confidence and trust—and again, it applies in copy and design, verbal and visual branding. Who offers the hard lessons? @Airbnb. Read how they navigated user-generated content to build trust with video in #TrustworthyBook.

The lessons of #TrustworthyBook apply in the civic space too—especially when election security generates so much skepticism. Officials at the Arapahoe County Elections board and @civicdesign share hard-won lessons in #plainlanguage and design to drive trust. (12/20)

The three-part framework in #TrustworthyBook culminates in showing how you can make vulnerability a strength of your organization. How can you make your values visible? Learn from @PenzeysSpices about how clear content can fuel customer loyalty and help your audience find you.

Vulnerability can mean acknowledging what you _don’t_ know—and bringing your audience closer to help you make a better product. #TrustworthyBook spotlights examples from @NYTimes. Hear from their team about how they bring community into content creation. (14/20)

Vulnerability comes with risk—but can empower your audience and earn their confidence. Nowhere is that more necessary than in public health communication. In #TrustworthyBook, explore examples of public health officials helping people navigate the pandemic with greater clarity.

Vulnerability can mean acknowledging mistakes and offering accountability. Content creators, HR, and leaders in every industry can learn from medical malpractice comms. #TrustworthyBook highlights @cricostrategies on saying sorry—& why compassion, not empathy, should be our goal.

So what happens when your brand really messes up? Maybe it’s in production, service delivery, or communication. #TrustworthyBook shows how to come back with grace: @AntsyLabs, maker of the original @FidgetCube, offers a model on communicating with accountability to earn trust.

Sometimes evolution benefits from the vulnerability of bringing your critics closer. @TEDTalks offers a powerful example of how to prototype in public, critics and all. #TrustworthyBook details how to embrace your audience to make a better product for everyone. 18/

More than ever, consumers expect authenticity and transparency. Where does your brand stand on key social issues? #TrustworthyBook explores the risks of making your values visible. Learn from @OldNavy how to advocate for change while maintaining trust through your own challenges.

Voice, volume of detail, and vulnerability—the framework in #TrustworthyBook—come together through a model in trustworthy communication: commentary and action from @zoom_us. Read how how Zoom responds to challenges and can inspire your content too. 20/21

Want more examples and hear the story behind the story? Join the #TrustworthyBook virtual book launch in conversation with Lylah Alphonse of the Boston Globe tonight. Register at bit.ly/trustworthybos and preorder your signed copy: