Building Trust in A Digital World
It wasn’t long after becoming a coach that I began to realize the business of coaching coaches on how to market their services was more common than the business of actually being a coach. I am constantly bombarded by messages and advertising from people who coach all types of coaches on how to build sales funnels, offer group coaching, conduct webinars, create courses and so much more. What a crowded space that is!
I'd be lying if I said I didn't check out a few free webinars. Before I was a coach, I was a public relations and communications specialist and worked with all aspects of marketing communications, so I know how all that works. The formula is always the same and I recognize it every time I see it. Russell Brunson is well known for having developed a trusted formula for building sales funnels and selling online. One thing I noticed about marketing over the years is that anything that seems innovative and effective quickly loses its efficacy once everyone and his dog starts doing it. In fact, the more I see people do it, the more it makes me want to hurl. Have you ever noticed how all free webinars look the same? There’s a certain smarminess to that scripted, methodical pitch. First, they start by telling you how rich they are and then they go into how they got there. The host creates a story of a hero who faced a challenge and encountered a saviour (solution or person) and then tried and again and succeeded. If you understand online sales and marketing techniques, the insincerity of it all really shines through. Throughout the presentation, they will insert a few mildly valuable tips that they used to become successful. Then they tell you how they can teach you the exact same process so you will become elite like them and if you wait until the end of the webinar, they’ll give you a bonus. Then they show you their digital marketing stats (may or may not be real), examples of people they have helped (may or may not be real), and then they offer you a discount because you’re so special. Then, if you don’t sign up right away, they’ll offer you another one via email. They will keep emailing you about the course, or whatever they are selling (six or seven more times) until you either unsubscribe or buy something. The cycle continues like that for each product, each freebie, each everything. That’s basically how you make money online. I described it in one paragraph. Just saved you $2100.
So, here’s my problem. I genuinely like helping people and I’m not willing to lie about my life to do business with someone. In fact, I believe that sincerity is an essential component of successful selling. The story behind your company will resonate with people if it follows the pattern I mentioned above. There’s a ton of research that demonstrates that pattern is responsible for nearly all award-winning novels and movies. It’s how we’re wired. We’re also wired to detect insincerity, however, and there is also plenty of research that shows that insincerity is a relationship killer. Trust matters in all things, so if you are going to use the script template to tell your story, make sure you’re telling the truth.
So how else can you build trust?
The answer to that question is really quite simple. Consistently create content that educates your audience. When you do this, you build credibility as a subject matter expert and you become a valuable and trusted resource. If you do it right, you will become a trusted advisor to clients you attract through your content. I read somewhere that content is king but sincerity sells. I agree with that statement, but it is still a little incomplete. You still have to be in a position to ask for a sale, and then, of course, ask for the sale. A lot of people leave that out. You have to do something with that content so that it matters to you and the audience.
Getting people to buy your stuff is all about being able to provide a solution to someone’s problem. If you can make someone’s life easier by doing the thing someone hates doing or can’t do at all, you’re golden. Well, actually, you’re silver. You’re only golden if you like the work, you believe in your ability, and have the wherewithal to deliver the goods in such a way that you surprise and delight your customer. That’s golden!
Now that everybody is forced to conduct business in a digital world, the virtual sales-floor is very crowded with vendors. Since the world stopped from COVID-19, the digital marketing coaches are screaming out their messages. My Facebook feed is jammed with courses and free webinars and all sorts of offers about starting online businesses, digital marketing seminars and whatnot. Maybe I should be up there screaming at the world too. I really don’t feel like it, though. All of that seems so unimportant right now.
Renée Cormier is a marketing coach and business consultant who shows business owners how to easily get value from their marketing. Knowledge is power! Discover what tactic works best for your business and refine it without stress or overwhelm. Visit reneecormier.com for more info.
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