Are You Making This Mistake In Building Trust?

Feb.18, 2009 in Online money

Ever landed on a sales letter and got overwhelmed by the amount of testimonials but for some reason or another you just don’t believe it?

You desperately want to believe but you just can’t get rid of that nagging noise in your head that says,

“If something looks too good to be true, then it probably is.”

“Good things may happen to these people but it will never happen to me!”

“I’m never going to fall for another one of these again…”

What you’re experiencing there is a trust issue. And it’s one of the foremost reasons buyers abandon their cart just before checkout. Why?

Because when it comes time to pay… those nagging noise seem to increase their volume.

Can you blame them?

The internet is a great invention but with it comes the plague of invisible scammers. And I’m sure everyone of us has been burned more than once.

As a legit info product marketer, that frustrates me. So I look for ways to set myself apart from those people WITHOUT breaking my wallet. I scoured the internet for an answer. And here’s what I found.

The Secret To Building Trust

trust

Are You Making This Mistake In Building Trust? by Andre

There are two ways to build trust.

Internal influence. This is where your readers convince themselves to trust you.
External influence. This is where you use external factors to convince your readers to trust you.

When you see a long list of testimonials, you are experiencing external influence. External influence is great but without the proper foundation – internal influence – it’s difficult to get it to work.

It’s much easier if you structure your trust building strategy around internal influence first. And the secret to doing that is here:

“Give, and it shall be given to you…” ~ Luke 6:38

Now, I don’t want to get all biblical here but ALL major religions of the world have similar advice for their followers.

Why?

Because it works!

One of my favorite example is the eczema industry. Eczema is a disease that turns the skin red, dry and itchy. One of the biggest, most urgent problems Eczema sufferers faces is the constant itch. They would give anything for someone to stop the itch – and unfortunately, traditional medicine don’t quite have the answer.

As a marketer, that’s what I give them. The answer to their itch. Itch is their biggest problem and therefore the solution to the itch is the most valuable information I can give them. (My wife had eczema so yes, I do know what I’m talking about.)

So they took that information, apply it and the itch disappears. What do you think happen to my credibility?

And when I say they should buy my stuff to get rid of their eczema, do you think they will buy it? Heck yeah!

I don’t even need testimonials then. Why would I care if it works for other people so as long as it works for me? That’s internal influence. The prospect thinks to themselves, “If he can get rid of my itch, then he can get rid of my eczema. I should listen to him.”

But what does most marketers do? They keep that most valuable information to themselves and try to sell it before they even establish credibility.

And everytime I talk about this to a large group of business owners, there’s always some of object to it.

What do you think? Should you give away your most valuable information, or should you reserve it for your “platinum members”?