Photo by Tony
If you go to your nearest bookshop today and browsed through the shelves of books, you would find that there’s little to books dedicated to building trust. In fact, I find the subject extremely under-discussed.
Which is strange to me because you know how important trust is to businesses of all kinds in today’s skeptical society. With no trust, nobody believes what you say about yourself or your product, which in turn means no sales and extremely slow business processes. And sales is the lifeblood of all businesses.
And that’s the big problem when I started out online. The problem of building trust. If people are skeptical offline… they are about 100 times more suspicious of any selling activity ONLINE. Right?
I mean, any Dick and Harry could have claimed to be an expert and conveniently run away with your head-earned money if you’re not careful.
Faced with a low trust environment, I looked for ways on how to position myself as an expert and get people to trust me online. But the stuff that I was able to dig out is pretty basic. You know, the usual get-a-testimonial advice. Don’t get me wrong… getting testimonials and endorsements is a powerful method to build trust but it’s clearly NOT the most powerful technique.
Why Testimonials and Endorsements Is NOT the Most Powerful Method To Build Trust
Because you see, testimonials and endorsements is a technique that involves someone else to get you to believe me. It works by partially removing the risk of purchase by essentially saying, “Hey, this guy bought my stuff and he’s really happy with it.”
Why is it only partially? Because everytime we read a successful testimonial, we just can’t help but think, “It may work for him, but it may not work for me…!” and ‘What if the testimonial is a fake?” Right? I know I did.
Now what if I told you there’s a way to allows your prospect to get himself/herself to trust you. Wouldn’t that work much better than testimonials could ever dream of? Hell yea! I know some of you are not going to believe what I say. That’s ok. I welcome a thinking mind. But I want you to hang in there and try it out anyway.
How To Get Someone To Convince Himself/Herself To Trust You
Can you guess how to do it? Here’s a hint: It involves giving.
That’s right! The best way to convince your prospects that you’re the right guy for him is to simply give away your best techniques that offers instant gratification. And once they applied what they’ve learned from your free stuff and see how it works miracles, they’ll then convince themselves that you are authentic and come for MORE stuff.
Here’s an example to illustrate what I just said. One of the industries that I delve in is the getting-rid-of-eczema market. If you don’t know what eczema is, it’s a genetic skin disease that afflicts about 5% of the population. It causes extremely dry red itchy skin all over the body, depending on severeness.
The problem with eczema is its itchiness. If people could just ignore the itch and don’t scratch their already fragile skin, their condition would have improved tremendously. My wife had eczema a few years back. That’s how I came to know all the things I know of this market.
And when dealing with my wife’s condition at that time, I came to find out that itch is the most immediate problem eczema sufferers wish is gone.
So I did my research on how to get rid of the itch - the most valuable information an eczema sufferers could get - and gave what I found away free. They read the report, implemented the technique, and wa lah! The itch is gone. Now I’m like a saiour to them.
What do you think happens next when I offer my full-blown eczema e-book? And how many copies of the itch report could I have sold if there weren’t any trust?
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