Today, we're going to talk about increasing trust through your website. This week, we've been discussing getting more fully qualified leads, better leaders, and better clients who want to work with you. And I just finished this book called, They Ask You Answer. Anybody whom I've talked to in the past week or so, I've been sharing this, and even with my team. This was recommended by a client of ours who liked the philosophy, strategy, and stuff related to content marketing in their business.
I read it over the weekend. For those of you who don't know, I read a lot. I typically wake up between 4:30 and 5:00 every morning, and I read for about the first hour and a half to two hours, audiobook or read, one way or another. I get through a book a week, a book every three or four days. This was the last one.
Gain Trust By Answering Questions about your Website
The entire premise is this. When you answer questions that your prospects, your clients, ask, and you answer them in a public forum, a video, a blog post, and sometimes you even tackle the hard questions, pricing questions, questions where you compare and rate competitors' products, all of that stuff. When you create that kind of content, you can break through the noise of everyone else and everything else in your niche, in your space, and establish trust with the prospect and the buyer.
The exciting thing is that I've been doing marketing forever. I used to do this with affiliate marketing. When we promoted affiliate products way back in the day, when we enabled Video Boss and Total Product Blueprint and all of Ryan Deiss' stuff, Mobile Local Fusion and Let's Get Social and all of those big barn burner products way back in the day, when I used to do a lot of SEO, I answered these questions. These questions were things that were routine when discussing a product. You're creating these reviews when you're talking about a space, niche, category, or whatever. You're doing reviews, talking about, and doing versus and comparisons, talking about price. You're doing all of these things. I had this interesting …
Three Categories of Buyers
Way back in the day, I used to think of buyers in three categories.
- You had your stage one buyer, the relatively unsophisticated buyer; they didn't know what they were doing, but they decided they knew they were moving in that direction, so they were researching.
- You had your stage two buyer who broke down, and they knew there were a couple of categories, a couple of brands, and a couple of solutions that they were looking for and were comparing them against each other.
- Your stage three buyer and that person were decided and needed to be pushed over the edge.
I built an incredible affiliate business around this before Panda and Penguin, the search engine updates. I used that three-bucket model to create affiliate reviews that promoted products. To the point where I trust through my website where people are writing in, "Well, I'm trying to decide between product A and product B. What do you recommend?" Well, for product A and product B, I got paid an affiliate commission because they were clicking the links in the reviews.
Promoting Products
However, I had forgotten about it. I forgot about it in the context of content marketing because it works so well with affiliate products, but then you get blogging. You get promoting and producing your content, and all of a sudden, you forget about that shit because you're promoting your stuff, because you're promoting services, because you're promoting info products. It makes 100% total sense that you would still be talking about all of these things, and you get to trust me through my website.
Now, inside the book They Ask You Answer, there are five types of content that you can create. Now, this is a relatively quick read. I say that. I think it was 330 pages or something. My favorite way to read, just in general now, is to grab the Kindle book right here, and then when you hold the Kindle book, you usually can add the Audible version for three or four bucks or seven bucks or something. That's usually what I do, and then I listen to it, read it, highlight it, and all that other stuff. See where it says, "You purchased this item on October 7th."
Five Types of Content
This book has five types of content; you'll want to dig into the book for more, but the five subjects have five content classifications.
1. Pricing and Costs
The first is pricing and costs. Most people, especially in service-based or service-based companies, don't discuss pricing prices, which is a big miss. It would help if you discussed pricing and costs on your blog and content, not necessarily ... to qualify prospects. We are making a significant shift in our stuff, so you'll start seeing more of this kind of content from us.
2. Problems
The second is the problems. Please discuss the market's issues, the problems people often face, why they come to you, and how you provide a solution. That's the type of content number two.
3. Verses and Comparisons
The type of content number three is verses and comparisons. That might be how you stack up against other professionals in your area. How does your product stack up against other best-sellers, or how does your software solution compare to other industry leaders? Because you're going to be able to snipe some traffic from those people, but then, of course, there was an example in the book where he did, I think it was the five best service pool installers in his area.
He did not put himself on the list. People came to that article and realized that he was rating his peers, and then his business jumped because they thought, "Wow, if you're going to rate your peers, you must be a trustworthy person." That's how, amazingly, that worked out in his favor. It's just an example of something you can do on trust through my website.
4. Reviews
Another type of content is reviews. Any product review case study, testimonial, or anything like that.
5. Award Blog Post
Then the fifth is the best in class. What they did was they had an award show, not an award show, but an awards blog post, or an awards thing where they awarded top products that they used in their installations throughout the year, and they had a couple of different categories, a couple different classifications.
Next Steps
Remember, the value of trust cannot be understated in converting leads into devoted clients. So, are you ready to create content that converts, addresses the core concerns of your clientele, and builds a business that withstands algorithm updates?
If you're looking to leverage these insights for your business but need a guiding hand, don't hesitate. Visit doneforyou.com/start to get personalized help with deploying these content strategies to the advantage of your business. Whether creating impactful content or tailoring a direct response marketing strategy, your journey to undeniable trust and business growth is just a click away.
