1. Build Social Credibility
You can’t sell sizzle, you need to develop trust and credibility in your marketplace for long term success.
As referenced from Warren Buffet,
“trust is a matter of reputation — individual and company — built over long periods of time. It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
We live in an online world where everyone has their guard up and is suspect about being sold to and taken advantage of. More than ever it is critical to establish true credibility.
The ironic fact is, in order to develop credibility in today’s marketplace, you don’t in fact have to have a real track record. As you read this you may question this statement, however, the concept of social proof suggests that in order to prove you are trustworthy, you just need to show that people already trust you in order to convince them.
Robert Cialindini referred to this phenomenon in his book Influence, stating, we view behaviour as more correct in a given situation to the degree that we see others performing it.
Social proof is the key to effectively selling the product or service you are marketing. There are a plethora of ways to develop social proof, with some being far more effective than others.