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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! |
Kairos Leadership and Thought Leader HQ
Reader, Normally, these Saturday newsletters look a little different, but we are shifting things up a bit moving forward.. You will still get some INCREDIBLY juicy strategy in your inbox, but it won't always be the same format, and I am going to try and keep it MEGA practical, because you don't have time to just sit and consume more... So, this week we are diving in, and I want you to TAKE action so you can make a sale... by MONDAY!! But first, a little context... We hosted a full-day event...
Reader, Quick note before we get into today... Wednesday, April 29th, we are hosting The Miracle Hour LIVE Experience. Virtual seat is totally FREE, and you'll walk out with your daily sales system BUILT, not just explained. Grab your free spot here! This is a NEW style of workshop, with NEW content. So, even if you've been in our world a while, you DEFINITELY want to get registered and bring your whole team! Today's newsletter is about something I've been watching play out across our...
Reader, Real quick before we dive in... The Miracle Hour book is FINALLY on Amazon and we have a very specific goal to hit with sales that have to come directly from Amazon! To rank on a bestseller list (not just Amazon), you need sales from multiple vendors. Not bulk. Not our site. Individual purchases from different places, and Amazon is the most critical one! So this weekend, we need YOU. Buy your PAPERBACK copy on Amazon, send us your receipt, and you get: → The audiobook FREE → The video...