Trust is the currency of our time. It seems like no one trusts anyone anymore. Marketing, Politics, Religion, and, perhaps, simply being too online have led to divisions and skepticism across the board. To grow a successful business, people need to trust you. In "The Trusted Brand," I guide you through key elements of brand strategy, messaging, and psychology to help you build a brand that inspires trust in your ideal customers, so your business succeeds.
It's Time To Give Away The Farm
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According to research, 80% of the buying process (B2B & B2C) happens BEFORE a prospect talks to a real live person. Here is the crazy part… This research was conducted in TWENTY SEVENTEEN! That was five years before ChatGPT launched. I’m willing to place bets that the number is higher today. What does that mean for you?If you’re not giving your prospects EVERYTHING they need to convince them to hire you before they ever talk to a human, you’re losing a TON of business. I get it, that can be a little scary. Most business owners are afraid to do this. It relinquishes control over the process. WE (including me) don’t have a choice anymore. "How Do I Ensure My Prospects Have What They Need?"I’m glad you asked. It’s not hard, but it takes effort. Here are a few things you can implement now to get the ball rolling. Use an AI Notetaker In Meetings and on Client CallsWhen appropriate, legal, and with permission, record all interactions with clients using your favorite AI Notetaker. After the call, ask the AI to pull out every single question the client or prospect asked. Log all of those questions in a database. That could be a simple spreadsheet or project management software. Rank the questions you get by frequency. Create a Blog Post Answering Every QuestionStart with the questions you get most frequently, and write a separate blog post with a detailed and easy-to-understand response for each question. I suggest starting with a blog post because this will be the longest version of your response. The blog post also puts all answers on your business website, which makes for easy and intuitive access for prospects, ranking in search engines, and availability for AI Summaries. Format and Distribute Across ChannelsAfter you have written and published your blog post, it's time to reformat the content for other channels
Make sure you know where people are most likely to interact with your business and focus there. The idea is to publicly answer every possible question your prospects might have before they ever have to talk to you directly. This builds trust through transparency over time and expedites the sales process once a phone call or visit is made. Conclusion:If we’re brutally honest, your prospects don’t want to talk to you until they have to. Pretending that isn’t the case isn’t going to help you grow your business. Meet people where they stand. Give them what they want, and build trust over time. Resource: Endless CustomersThis process is broken down into a clear framework by Marcus Sheridan, author of the hit book “They Ask, You Answer,” and the new updated version “Endless Customers.” Grab a copy of this book, or schedule a call with me if you want to talk about how to implement this for your business. |
The Trusted Brand Newsletter
Trust is the currency of our time. It seems like no one trusts anyone anymore. Marketing, Politics, Religion, and, perhaps, simply being too online have led to divisions and skepticism across the board. To grow a successful business, people need to trust you. In "The Trusted Brand," I guide you through key elements of brand strategy, messaging, and psychology to help you build a brand that inspires trust in your ideal customers, so your business succeeds.
Hi, Reader! I spent a few days away with friends last week, skiing in northern Michigan. It was a much-needed break from the chaos of January. We all arrived on Wednesday afternoon. Four couples who have all known each other half our lives or more. We always go out to eat the first night, because no one wants to cook after being in the car all day. Sitting at the table that first night, over a local IPA and great pizza, I got to talking with a friend who works in sales for an industrial...
Hi, Reader! 👋 I don't know about you, but I tend to overthink the content that I put out into the world. I want the things I post to be extremely valuable, which often leads me to include too much detail. It also sometimes results in posting nothing. Most of us don't have bangers to post every single day, right? Maybe There is a Simpler Way? Sarah Jorgenson-Hallberg of Java Moose on Instagram One account I follow on Instagram constantly reminds me of how simple social media could (should?)...
Hi, Reader! 👋 Most small business owners don't realize that confusion is killing their business. Quietly, and sometimes slowly. Ideal customers find your website, land on your homepage, and aren't really sure if what you offer solves their problem. Even people referred by customers who love you, check your website and social media, aren't quite sure what you do, or if you're right for them, and move on. Here's the kicker... You read through your homepage and think, "Sounds good to me!" BUT,...