You're building trust. Just not making sales...
|
Reader, We've been talking a lot about content this month... How informational content has to create a gap instead of just giving away steps. How hope content has to be grounded in proof, not just feel-good quotes. But there's a third thing happening that I haven't talked about yet. And honestly? It might be the biggest offender when it comes to your content attracting LURKERS and FREEBIE seekers instead of buyers. Because it doesn't feel like a mistake... It feels like the RIGHT thing to do. Ya' ready? Let's DIVE IN! The PROBLEM...People trust you. And it's still not enough. Harsh truth... In today's market, people trusting YOU as a person is not enough to close a sale. Not for a first-time buyer. You can be credible, likable, consistent, and well-known in your space... And still watch people engage with everything you put out... BUT... buy nothing. Great experts. Real results. Loyal audiences. Slow sales... Why? Because while you DO need people to trust you, you ALSO need them to trust your process, strategy, or method. Otherwise, they will take your book recommendations but never buy your services. The trust gap no one is talking about... Think about the last time you bought something from someone you didn't know that well. You probably didn't need to love them as a person... although it definitely helped if you did. You needed to believe the thing they were selling would actually work for YOU. That's how your buyers think, too. They can watch you for months. Follow you everywhere. Read every email. And still not pull the trigger, because they don't believe your process will get them the result they want or solve the problem they have. Not because they doubt you as a person... Because your content never made the case for the solution... This is the shift most people miss entirely. We've spent years being told to build a personal brand, be authentic, show your face, let people in. And yes, all of that STILL matters; we've taught those things and will CONTINUE to teach them. But it's no longer enough. Trust in YOU is the bare minimum... but won't move the needle beyond your raving fans. They need to believe the PROCESS will get them results! What trust in your SOLUTION actually looks like... It means your content answers the question your buyer is silently asking: "But will it work for ME?" Not just: "Do I believe this person?" You need BOTH. Here's how to make the shift... Name your method. Not just "my approach" or "the way I do things." Give it a name. A system. A framework people can point to and say, that's the thing that gets results. Make the method the hero of your stories. When you share client wins, the result shouldn't just be attached to you. It should be attached to the process. "She got X result using the [framework]", not just "I helped her get X result." Explain why other things didn't work. This is huge. When you articulate exactly WHY the common approaches fall short, and what makes yours different, you're not just building authority, you're building belief in YOUR solution. Show the path, not just the destination. Screenshots of wins are everywhere and no one fully trusts them anymore. What people trust is seeing the how. The before. The specific steps. The moment things clicked. If you can pull these things INTO your content, you are FAR more likely to get BUYERS interested, not just freebie seekers! Why this matters more now than ever... Two and a half years ago, Kelly started talking about the trust recession. Everyone is talking about it now. But here's what most people are getting wrong about it... They think the answer is to be more likable. More relatable. More human. And sure, none of that hurts. It is HARD to sell something if people despise you or think you are always lying. But the real trust recession isn't just about people not trusting YOU. It's about people not trusting that ANYTHING works. They've bought the course. Done the program. Hired the coach. And they're still stuck. So now they need to believe, LIKE an N'SYNC fan believes they are ever going to do a reunion tour believes🙄, that your specific solution is the missing piece. Not just that you're a good person who means well. That requires a different kind of content. Content that positions your offer as the answer. Not you as a cool person to follow. A quick gut check... Go look at your last 10 pieces of content. How many of them build trust or likability in YOU? How many of them build trust in your SOLUTION? If the answer is mostly the first one... You now know where the gap is. That's all for this week, Danielle P.S. On March 19th, I'm walking through exactly how to close this gap, including the frameworks, templates, and the full Demand Gap model we use to create content that makes people trust the solution, not just the person. Grab your spot at the Content Intensive here! |
Kelly Roach International
Kairos Leadership and Thought Leader HQ
Reader, This week's newsletter is super practical... We are breaking down different ways to turn your followers into sales conversations... Scripts included. Let's dive in. Here’s where most people overcomplicate this: They think sales conversations start when someone says “I’m interested.” They don’t; they start the moment someone enters your world. And if you’re not intentionally guiding the conversation from start to finish… You’re letting leads fall through the cracks. So, let's change...
Reader, Last week, we talked about informational (How-To) content... This week, we are talking inspirational content, or what we call HOPE content. And this kind of content strategy is EVERYWHERE. “Inspirational content is what builds connection.” “People buy based on emotions." “Just share your heart.” And yes. Emotion matters. People do buy based on emotion and back it up with logic. That's true. But emotion ALONE isn't enough. They need BELIEF. Emotion triggers belief, but if all you are...
Reader, You've heard it all over the interwebs... Informational content is dead. AI is replacing.....everything. But then, everywhere you turn, you see more informational content. So, what's up? Today, I am kicking off a series on content that actually drives action in today's market, and how you can stop wasting your time. Sound fun? Coolio - then let's dive in! How content has changed... For years, your "how to______" hooks would crush. People ate that stuff up. Saved it. Shared it....