Buying a service/product involves developing a relationship with the client/customer. People buy because they feel connected to you or your product at some level. This connection is called know-like-trust you. Here 4 powerful ways you can begin to develop this know-like-trust connection with your visitors.
Social proof and comments.
Whether we like to admit it or not, social proof makes a huge impact on our purchase decisions everyday.
If you have been in business for some time, you have success stories/positive comments. Ask past customers for them, offer to write one for them. Short and to the point is best. If you are starting out, offer to reduce your price or do some work for free in exchange for a recommendation. The lost profit will be worth the social proof they provide. Read this post on personal recommendations.
If you have a blog or website, do you have an about page? An about page connects the dots for new people as to why you are blogging, why you have a website, why you are different, better than others. Tell your story on your about page – how you came to doing your current work or why you want to offer your products or services. A story helps connect people with you, they begin to get to know you and your beliefs.
Your LinkedIn profile is a great place to communicate your credentials, but even more, LinkedIn is perfect to shed light on your personality, your chemistry. In the summary, include an analogy that relates to how you are different and unique or what gifts you have. Better yet, tell a story about how your ‘learning mistakes’ offered you an opportunity to get to where you are today. You can also upload a PowerPoint presentation showcasing your beliefs and personality. An outstanding example of this is Jason Alba.
The pink spoon’ concept was coined by Baskin Robbins to allow people to try for free their ice cream. In business, ‘pink spoon’ is a free “taste” of what you have to offer that you serve right from your website (e.g., a downloadable report, email course or podcast, handout…). This is a very effective way to build your know, trust and a dash of like factor. Look at sites you like and follow, do they have a ‘pink spoon’? Do you have a ‘pink spoon’?
Share with me other ways you have found to build your know-like-trust factor online. I would love to hear from you.