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.
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?