One of my readers asked me a question about gaining trust from his clients. What most entrepreneur doesn’t think about that least occasionally? Of course, people like you who read my ramblings are a special breed. As such, this reader took his question a little further. “How do I build my authority and credibility to the same level as a doctor?”
Here’s a slightly modified version of my response. I hope you’ll find it helpful.
6 Ways to Build As Much Authority As 6 Years of Med School
Realistically, it’s very difficult for most entrepreneurs to be as authoritative in the mind of an individual as a physician before actually working with him. In all likelihood, he’s been conditioned year after year to literally trust doctors with his life. He also has plenty of personal experience with them.
Doctors have been around for ages. Almost everyone on Planet Earth has been to a doctor, or at least they desperately wish they could. As such, physicians are among the most authoritative professionals in the world.
Most entrepreneurs don’t have that advantage. Their industries are probably not continuously portrayed in the media as the pinnacle of intelligence, value and significance the way the medical profession has been for decades. On the other hand, there are plenty of industries that are the butt of non-stop ridicule from Hollywood, e.g. used car sales, lawyers, marketing professionals.
But, after producing mind-blowing results for a client, you have the chance to become just as trustworthy and authoritative as a doctor. That’s really the tip before the tips. Do great work and proactively encourage clients to give you referrals. I guess that’s 2 tips…
Having said that, there are 6 things entrepreneurs can do to boost their credibility and authority among people they haven’t personally worked with:
1) Writing a book has always been a huge authority builder. Even in this digital age, authors are seen as experts, period. (You may have noticed that author is the root word of authority.)
Even if you never make the bestseller’s list, having a somewhat comprehensive piece of intellectual property on a given subject will give you instant credibility. E-books are good, but physical books are better.
Even though digital books are outselling their print counterparts, a physical book has a powerful subconscious trust-building effect. We instinctively think of them as more valuable, more expensive to produce, and more likely to have gone through a more rigorous approval process. Self-publishing is okay, but if you can get published even by a small publishing house, that adds more gravitas to your credibility.
2) Multimedia – Create MP3s, CDs, online videos or DVDs. You can showcase your expertise at length and in a professional way.
You can create these as products for sale, give them away as “freemiums” to get people to sign up for your newsletter, or give them away free on your website, Youtube or as physical handouts.
Like books, physical CDs or DVDs are seen as more valuable, more difficult to create, and thus, build more authority. Would someone who has nothing to say go through all the trouble of making CDs and handing/sending them out to potential clients? Even if they never listen to them, you’ll have positioned yourself as a confident expert. Of course, you want them to listen…
Your content should be specific and unique. If possible, give information that can be easily put into practice to generate instant results. That quickly establishes you as a source of positive change. The easier it is to take the first step, the more likely they’ll take it. The quicker they see results, the stronger their appreciation for your ability will be.
3) Public speaking. Do some searching to find an opportunity where you can speak to a group of people on a subject that 1) matters to them and 2) you can deliver a quality presentation about. Look for these opportunities wherever you can. (If possible, record them on video capturing some shots of the audience as well.)
Most people are terrified of speaking in public. Those who do so well are highly respected. I have a few buddies who charges $10,000+ for one speech. Are they celebrities? Not one of them. But in their niches, they are sought-after thought leaders. They also signs big clients as well as future speaking gigs almost every time they get on stage.
4) Get testimonials and make them a prominent part of your self-promotion.
5) Associate yourself with someone else who has authority. For example, Dr. Phil’s appearances on Oprah Winfrey’s show took his career to heights he probably never would have otherwise reached.
Who has the trust of the people in your target audience? Or who would be perceived as authoritative to your audience that you could become associated with? Ask them if you can interview them. Write guest articles for their website or newsletter (everyone’s always looking for good content).
Sometimes it takes creativity and persistence, but I’ve found most experts to be easier to get in touch with than you think. They’re also willing to give interviews to promote themselves.
Writing articles for major magazines or websites your audience pay attention to.
6) Public relations. If you can get your story noticed by the news media, you become an instant celebrity and authority. Honestly, I don’t have much experience in this area (but I do have something cooking in this area right now). Write press releases and deliver them strategically. You’d be surprised how many of the stories covered by news outlets is planted by self-promoters via one-page press releases.
Your Action Steps
1) Think about which of these techniques you might be able to use to boost your own credibility.
2) Get in touch with me if you need some clarity. I know these are very general recommendations. Perhaps I can help you make specific applications.
3) Check out the following resources about why prospects don’t trust you (yet) and how to fix that:
Bypassing Your Prospects’ Hardwired Conversion Obstacles
30 Minutes to More Trust – An Interview with Charlie Green
Until next time!