Listen to article or read below
WHY SHOULD PEOPLE LISTEN TO YOU?
You have a great website.
• You make a great presentation.
And yet…it doesn’t seem like you are getting the sales you hoped for.
• Why not?
It may be you haven’t answered the question:
Why should they listen to me?
WE LISTEN TO AUTHORITY FIGURES
The truth is that we are primarily social creatures.
• It is important to understand that we all rely on influencers in our lives to make many types of decisions including our purchasing choices.
WHO HAVE YOU ASKED?
Think about it.
• Have you ever asked a friend for a referral to a doctor?
• How about checking with a neighbor for a lawn care service?
In this lesson, you’ll develop strategies that tap into an authority position so you communicate why potential customers should buy from you.
• You’ll determine ways to reach potential influencers for your perfect customer.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Learn what makes an authority
- Discover techniques to engage authorities on the internet
- And give them reasons to share information about your products and services.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
WHAT MAKES AN AUTHORITY?
What makes someone an authority?
- An authority is someone who exercises control over others.
While this can be viewed as a negative situation, when it comes to purchasing decisions, it is generally a positive.
- We view someone as an authority because we trust their judgment.
WHO DO YOU TRUST?
In the Reader’s Digest 2013 Trust Survey they identified some of the following traits that make us trust someone:
• We trust people we know more than someone famous
• We trust TV doctors and judges more than real ones
• We trust funny experts and people-more than non-funny ones.
• We trust people working for the greater good such as doctors, educators and philanthropists.
• We trust people we view as steady and dependable-especially legendary movie stars
TWEETING DOESN’T MEAN TRUST
Here are some other things that the Trust Survey revealed:
- Tweeting doesn’t make us trust someone
- If you make mistakes, make sure you’ve already built up a lot of trust.
- And don’t be hypocritical or arrogant if you want us to trust you.
Now that you’ve learned what makes an authority, let’s look at techniques you can use to engage authorities on the internet.
LOOK FOR AUTHORITY STANDING
In the last lesson you looked at places where people search for answers on the internet.
The sites that people view the most and share the most are ones that rank highly in an authority standing.
Your goal is to tap into their authority position to expand your audience and find more perfect customers for your products and services.
3 RELATIONSHIP BUILDING TECHNIQUES
How do you do that?
Here are three techniques that you can use:
1) Give valuable comments relevant to their sites.
2) Participate in a meaningful, non-salesy way on their forums
3) Provide easily shareable content that is supports what they are trying to accomplish on their site.
In other words, remember to be helpful and nice.
REASONS TO SHARE
Now that you’ve identified three techniques; let’s move on to how to give the authority reasons to share about your products and services.
WHAT’S IN IT FOR THEM?
Why would you share your opinion about someone else’s products or services?
Here are some common reasons:
1) You know, like and trust them.
2) They offer something that is complementary to what you offer.
3) And they help you meet your goals.
Here’s an example:
You are a caterer looking to expand into the wedding market.
- When you describe your perfect customer and who influences them, you find several wedding planners and add them to your list of influencers.
You sit down and brainstorm reasons that they would promote your services.
EXAMPLE: NICE WINS
Using the techniques and criteria we discussed, you decide on three actions:
1) You subscribe to their blogs and comment on their posts about food in a helpful and valuable-but not too “salesy” way.
2) You provide information about the importance of using a wedding planner when planning your wedding in a sharable form, such as your own blog linking to the wedding planner’s site or a mention on Facebook.
3) And knowing that free food is always a draw, you offer to provide some samples of your food at the wedding planner’s next expo.
Even in the world of internet marketing, getting to know, like, and trust people is critical.
- When you are trying to tap into the authority of an influencer of your perfect customer, think of how you can help them.
In working with influencers, just like potential customers, you have to answer the question in their mind:
- “What’s in it for me?”
PRACTICE GUIDE: SOW SOME SEEDS
Now it’s time to go to your Practice Guide and come up with some potential influencers to engage with.
- Start by going back to your lesson about “Where is My Perfect Customer?” and make a list of sites that your perfect customer is seeking an authority for solutions.
Then think of ways that you can get that authority to know you better and some ideas for helping them.
- It’s like the law of the harvest:
“You must sow seeds before you harvest”
Now that you’ve created a list of influencers to engage with and provide valuable, sharable information, the next step is to bring all these concepts together in lesson 5: “Finding Connection Points”