One of the most important messages I drill into people at my free events is this simple formula:
Sales = Trust = Value + Consistency.
People will buy from you once they know that they can trust that your product or service will deliver on the promise that you make. The best way to do that is to provide value to clients and potential clients on a regular basis.
Notice that I said "regular" and not "frequent".
Quick caveat: The more frequently you post high-value content, the quicker and bigger your return will be. However, I understand that a lot of you guys don't have the time to post every day (unless you hire me and my team).
When you do something regularly, you build that essential trust in others about you and your personal brand. Oddly, the product or service that you offer doesn't matter as much as how much someone likes you.
Take my Dad for example. He has people swarming him at the events he goes to all trying to buy something from him even though (until I built out our service line) he didn't have anything to sell!
The reason for this is due to something that often goes unnoticed in the trust creation process:
When you post regularly i.e. on the same day every week, you build up that predictability in people's minds about you. Due to the regularity of your posts it suggests to your audience that you are:
- Will get the job done
Similarly, it shows that you can keep the promises you make.
In July, I made a post titled "Things are going to change..." on Facebook in which I publicly stated that I was going to post a piece of high-value content every day for the next month. Guess what? Every single day in July, I posted something of value to you guys…and the results have been amazing. Humble brag here:
- I've booked 11 sales meetings
- Been asked to partner on the creation of a million dollar project
- Had double the amount of attendees show up to my event than expected
This is largely due to the fact that people know that I keep the promises I make and that I know what I'm talking about. It really is Sales = Trust = Value + Consistency.
To get started, choose one day of the week. That day your task is to post a piece of high-value content. That's all you have to do.
Once you show others that you consistently provide value to others, prospective clients are going to start taking you a lot more seriously. They're going to start messaging you about how to work with you. They're going to start referring you to people they know that need your services. They're going to start mentally pre-buying your product or service.
Nate Chai has worked with content in all types of media for the last decade, at school and university in a summer position, and then full time in creating English and business workshops. His last position was as the editor for ITProportal.com, one of the largest UK on-line publishers until it was sold about a year ago. At ITProportal, Nate was responsible for the creation of content for key customers, ensuring good editorial processes, recruiting and managing writers. Several of our customers were iconic brands such as Microsoft, Mercedes, and Orange as well as smaller businesses.