BUILD TRUST, GET BOOKED

Someone asked me via my Email Guidance offering about how to get more people to their site without social media, and how to get more sales (I’m paraphrasing), and this is a lightly edited version of my reply:

I’m going to push back on the “growing your audience” or getting more “eyeballs” thing and jump into TRUST, and how we build that online.

Because like, social media sorta made it “easy” to build trust because we could just take our phones and make videos and then people could see those videos and they heard our voice, they saw our face, they saw the expressions, and social media made it possible for us to put on display who we were. That was wonderful. 

And so I go to your website, and I see your many offerings, but I don’t see you.

Sure, I see photos of you, and I see lots of text, but I don’t see you. Who are you? Why should I hit that BOOK HERE button?

If I’m just a random visitor from the internet that happened to come across your site, your site looks just like everybody else’s with great pictures, nice writing, and a book now button. Where’s the trust though?

For me, it’s all about the trust, and I think the video aspect that we got from social media is something that’s so vitally important on our own websites. 

So, what if instead of trying to build all these new ways to get people to our website (that’s not converting), we poured more of ourselves, our true authentic selves, into making videos that fit into the places on our websites that make and build trust? 

I’m not saying we have to become YouTube influencers by any means, but I think even something as low-tech as recording a Zoom-style video that shows people what it’s like to show up on camera with us can go so far in building trust.

it’s scary getting on a Zoom call with someone you don’t know. But it’s easier to get on a Zoom call with someone you do know.

How many of your friends, if they asked you right now to get on a Zoom call, would you be easily to say yes to?