We’ve all seen the old clichés around “Know, Like and Trust” as prerequisites to a prospect paying you to help them.
Here’s a simple hack to build some instant trust with your ideal clients:
Authority-By-Association
What-by-what-now, Jonny?
Yep, it’s my favourite ABA, and it goes like this…
When you write, speak, or show up on video, you cite other experts and organisations spearheading your industry.
Like when I state, “According to author Seth Godin, marketing is the generous act of solving someone’s problem”. Then I’ll expand on it with my own thoughts.
Or, in the CIB world, I’ll mention how the latest McKinsey study confirms companies investing in employee health experience cost savings up to 45% on absenteeism and lost productivity.
I might also remind you of one of my favourite quotes from Dr Joe Dispenza, Robin Sharma or other leading figures in the online consulting space.
By aligning yourself with verifiable, notable sources, your potential clients can see that you are:
- Well-informed
- Open-minded
- Willing to learn
- Passionate about your topic
- Likely to provide expert guidance
Authority. By Association.
Try it, and let me know how it works out.
Love you lots
Jonny
PS: Fancy getting some deep insights on employee wellbeing from 30 global studies in one concise White Paper? Reply with “Authority” and I’ll fire you a copy over.