At last! My book Why Should Anyone Buy From YOU? available on Kindle

trust kindle

I am delighted to say that at long last my book – Why Should Anyone Buy From YOU? is available as a Kindle edition.

Now you can read all about how trust works, what you can do to create, nurture and capture it on your favourite e-reader. For more information on Why Should Anyone Buy from YOU? including videos, praise and free chapter click here.


The following article was first published on FREELANCE ADVISOR the site for people who freelance.

Are you trusted?


Commanding higher fees and more loyalty from your clients is crucial to any freelancer. We all want people talking about our services and enough work to pick and choose. If you want to achieve this there is one thing that you should put at the heart of your relationship with your clients and that is trust.

The trouble is that developing a specific strategy to gain trust is hard because trust is a many-layered and complex entity. Trust is actually a composite of three layers: functional, affective and bonded trust. Functional trust is all about how well you deliver. Affective trust is focused on building relationships so that people like you and bonded trust is moving to that level when a client just can’t do without you and loves having you around.

If you want to build trust and create more profitable relationships there are 5 things which you need to manage:

Engagement and credibility

if I Google you do I get a rich tapestry of expert comment and recommendation from which to start to trust you? Are you engaged in thought leadership in your industry and do you make this easy for me to find? Building an engaging foundation of deep credibility is the first step to building trust.

Setting and understanding the right expectations

Every exchange is a complex web of expectations. How do you actively manage your clients’ expectations? Do you let timings slip and let disappointment cloud the relationship or are you on top of delivery. A great piece of work delivered late is tarnished and ends up destroying trust. Managing expectations correctly should be your number 1 task.

Honesty and respectfulness

How honest are you? Do you tell it like it is or do you say what you need to get the job? Sometimes the best medicine is honest but respectful feedback. When was the last time you told a client that what they were doing wasn’t up to scratch? This might be painful at the time but leads to a deeper more trusting relationship. Of course, feedback is a two way street – do you solicit clear and honest feedback on your own work?

Keeping commitments and consistency

This is probably the most important element in any trusting relationship. You absolutely must keep commitments and be consistent. A broken commitment especially when the wrong expectations have been set is a major reason for the breakdown of trust.

Trusting and being trustworthy

Everyone, and every business or brand, wants to be trusted. However trust is a two way thing. You can’t expect to receive trust without trusting in the first place. How do you signal that you trust your clients? Trust creating activities delivered early in the selling in process is often a great way to forge trusted relationships. Analyse a potential client’s activity and give this away for free – you create a powerful source of trust building reciprocity which will deliver dividends.

Justin Basini is the author of new book Why Should Anyone Buy From You?



I am delighted to announce that my book WHY SHOULD ANYONE BUY FROM YOU? published by FT Prentice Hall is now available for pre-order on both Amazon UK and Amazon US.




Trust in business is at an all-time low. If your customers don’t trust you, you can spend as much time, effort and money as you want on marketing campaigns, branding and advertising and it will barely move the needle. This revealing book shows how the only reliable route to sustainable business growth and profit is to build trust in your company.Why Should Anyone Buy From You? exposes the startling truth about the impact of trust on business. It is occasionally a damning indictment of current business practice and frequently an optimistic take on how companies can achieve deeper, more trusting andultimately more profitable relationships with their customers, shareholders,employees and other stakeholders. People may be more cynical, more empowered and less trusting than ever before but it is possible to learn how to create a trusted business and brand. This book shows you how.Here’s what some very smart people are saying about the book:

“The relationship between what a business does and says in winning trust is complex –if you want to understand it better then read this book.”
Rory Sutherland, Vice-Chairman, Ogilvy Group UK

“A thoughtful, engaging and often challenging exploration of trust in brands today.”
Nigel Gilbert, Chief Marketing Officer, Virgin Media

“Why should anyone buy this book? Simple, basini is one of the few marketing thinkers who genuinely challenges the status quo.  His ideas on trust, on brands and on the future challenges for marketing will change the way you do business.”
Mark Ritson, Associate Professor of Marketing, Melbourne Business School

“This book cuts to the heart of the brand relationship – trust -in a refreshing and eminently readable manner.”
Mike Hughes, Director General, Incorporated Society of British Advertisers

“Trust is not just a pre-requisite for doing good business, but is the fundamental bedrock of a sustainable society. Read this book, reflect on it and then get straight out there and do something about it.”
Tom Farrand, Co-Founder, The Pipeline Project & Good For Nothing