People always buy from the expert… right?
I hate the word expert. Probably, mostly because I don’t think of myself as an expert at all. I am always learning new things and I think there will always be lots more to learn.
I have a wealth of experience course writing, I write all of our qualifications and have built and studied course creation for a years now… but I’m definitely not an expert.
I think the term expert implies that they know everything, that they are the best of the best, the pinnacle of what they do… and for that reason I think we throw the word around far too liberally.
So the question is, do people really buy from an expert?
And the answer is, kinda.
People buy from someone they TRUST. They trust that they will get what the paid for and they trust that you know what you are talking about.
That second bit is the important bit right now, they trust that you know what you are talking about. You don’t have to be an expert at it, but they do have to believe that you know enough to teach them, and that you know more than they do.
It’s often said that you need to position yourself as the expert in your field, which isn’t entirely true, but you do need to build trust. Having said which, some of the ways that they advice you can be positioned as an expert in your field, are great for trust building too, which is why they work.
So here goes.
1. Get featured.
This might be in videos, blogs, podcasts, Q and As, and just about anywhere else you can think of. Getting featured talking about your field, shows that you know what you are talking about. They can trust your knowledge because they have already seen evidence of it.
2. Share good stuff for free.
This might be on your website, or on your own videos and blogs. You build trust buy literally showing that you can be trusted. By delivering great content and information up-front, you show them that it’s ok to believe you.
3. Testimonials.
Testimonials are the king of the internet. Always have been, and will be for a long time to come.
This is because we trust the opinions of others, much more than we trust someone blowing their own horn.
Make sure you use testimonials anywhere you can, and personalise them. Show the persons picture… better still, get brave clients to record a video about you.
So it might kind of be about being an expert, but I personally think it’s more about trust.
I’d love to hear from you. How do you feel about the word expert? And how do you build trust with your audience?
Expert – “a person who is very knowledgeable about or skilful in a particular area” as the very is the quantifier, how much is very? Sort of like how long is a piece of string when you think about it, from someone who knows nothing it could be a just a little bit more than you know, on the other hand this “expert” could appear rather dimwitted if they are out of their league and talking to others further along in their journey. So it is a self policing and for me a rather adhoc and over used term. There seem to be experts about for everything and anything at the moment. Where most fall down is they are failing forward and way out of their depths, hiding behind a mask of pretence. So in a word, I like the word when the integrity of the person using it is good and my trust is justified, otherwise I hate it, with a vengeance – my time is precious, they gained some of it under false pretences! In personal life and therapy there is no one so dangerous as someone who believes they are an expert and advises badly or denigrates others through their ignorance!
Trustbuilding – I don’t think this can be achieved without proving that you know what you are on about. Those whose internal reality matches your perception of ideal customer should understand what you are giving them and appreciate your service. In turn their belief in your status as “expert” should rise. Respecting clients consistently in a manner that is congruent with your purpose and ensuring integrity with every action hopefully will earn trust. How would I do it, be vulnerable, show I am human with emotional transparency and only advise or share that which I have personal experience with and know works, with a disclaimer it works for me, try it and let me know to build my experience with other’s results, in tandem with what didn’t work, save your money and time.
Testimonials and social proof – will just have to hang out for them to roll in. I have been asked to do a few testimonials that were one might say a little “dodgy” so they are a bit out of my comfort zone. Nice idea for video testimonials, now to hit up some clients.
Suggestions for guest articles on a sensitive topic, mainstream ignores them!
As a raw beginner this is my philosophy, fingers crossed it starts working soon – if anyone has any ideas let me know, pretty please 😉
Thanks Sam your vids are great – succinct and value packed. So glad I signed up for the write your course, despite not actioning it as yet!
Bev, thank you so much for taking the time to comment.
Being vulnerable and showing you are human is, I believe, one of the best ways to gain trust. Just as you would in any friendship, take time to build the relationship with them, and let them get to know you just as you get to know them.
Let me know how you go getting your video testimonials 🙂 They are always a great way to build trust.
Have a wonderful day.