"What Actually Makes People Trust You Enough to Buy?" — Transcript

Full transcript

1. 0:00Back off.
2. 0:02I just wanted to say that. Okay, what
3. 0:04trust or proof elements most influence
4. 0:06the buying decision? Reviews,
5. 0:07certifications, guarantees, before and
6. 0:08after pictures,
7. 0:09um, technical credentials. Great
8. 0:11question.
9. 0:13They all do.
10. 0:14So, what we have to ask the question is,
11. 0:16to answer your question, we have to ask
12. 0:17a different question, which is what is
13. 0:18the
14. 0:19What does proof accomplish?
15. 0:22So, proof accomplishes, basically,
16. 0:24creating a relationship between them
17. 0:26before and what they want after. And
18. 0:29then we make the connection between
19. 0:30these two points, your widget, your
20. 0:33thing, your product, your service. And
21. 0:34so, the stronger we can make that
22. 0:36connection between before and after,
23. 0:37which is, by the way, why before and
24. 0:38afters are so compelling, because
25. 0:40they're so compelling that they're
26. 0:41regulated, right? And so, you could you
27. 0:43can always know the stuff that really
28. 0:44works cuz there's laws around it. All
29. 0:46right? And so, proof is the most
30. 0:48compelling way to sell. And so, you want
31. 0:50to demonstrate as many different types
32. 0:52of proof as you can based on the nature
33. 0:54of the prospect. Now, is all proof
34. 0:56created equal? No.
35. 0:58Live proof is better than recorded
36. 0:59proof. In-person proof is better than
37. 1:02uh, digital proof. Uh, someone who's
38. 1:03identical to you as the prospect is
39. 1:05going to be more uh,
40. 1:07powerful than somebody who's different
41. 1:09than you. Uh, somebody who has a bigger
42. 1:11outcome is going to be stronger than
43. 1:11somebody who has a smaller outcome.
44. 1:13Right? Like, each of these are like you
45. 1:15could like I call them fight me
46. 1:16statements. Like, yes, of course a live
47. 1:18demonstration is going to be more
48. 1:19powerful than a recorded one, right? And
49. 1:21so, all these degree I wrote about this
50. 1:22in my proof playbook from the launch.
51. 1:24Um,
52. 1:25I think there's 11 or 12 different
53. 1:26vectors I think that I identified. I'll
54. 1:28have I don't remember off the top of my
55. 1:29head. Let me give you five. Um,
56. 1:31that each of them Oh, volume. A few,
57. 1:34small amount of proof or, you know,
58. 1:36thousands of of pieces of proof, right?
59. 1:38Um, generic versus personalized. So, if
60. 1:41you just say five-star reviews or would
61. 1:42recommend versus a narrative that
62. 1:45relates more closely to the prospect and
63. 1:48more specifically describes the outcome,
64. 1:50that'll be more compelling. And so, the
65. 1:52idea is, again, not all proof is created
66. 1:53equal. We want to have as much proof as
67. 1:55humanly possible that is in the most
68. 1:58relevant form to the prospect. Recent
69. 2:01proof is more valuable than 10 years ago
70. 2:02proof. Like, you know, Alex helped me
71. 2:04scale my business 10 years ago versus
72. 2:06you see a guy today right now who just
73. 2:08said that I did it yesterday. Right? And
74. 2:10so, recency is another one. That's why
75. 2:12you always have to keep collecting proof
76. 2:14because you always need to be recent.
77. 2:15And so, hopefully that answers the
78. 2:16question in terms of like, which of
79. 2:17these is better?
80. 2:18It's really just which of them is the
81. 2:20closest approximation and then when you
82. 2:21find it, you want to basically blow it
83. 2:24out to all these studies and be be live
84. 2:25and be relative to them. Now, to that
85. 2:27point,
86. 2:30I'm going to have proof that
87. 2:34different avatars are going to resonate
88. 2:36with. So, weight loss is simple one that
89. 2:38everyone understands. If I want to help
90. 2:40if I'm able to help a woman lose 20 lbs
91. 2:42and 200 lbs, then I need to have proof
92. 2:44of a 20 lb person or somebody losing 20
93. 2:46lbs and somebody losing 200. And so, one
94. 2:48of the big other mistakes that I think
95. 2:50marketers make specifically or
96. 2:52entrepreneurs who are marketing their
97. 2:53businesses is that they think that they
98. 2:54should only show the big ones.
99. 2:57You want to show the ones that are as
100. 3:00closely related to the vast majority of
101. 3:02the prospects that you are talking to.
102. 3:05And so, if the majority of people are
103. 3:06trying to lose 30 lbs, then have a
104. 3:07load of 30 lb testimonials. Right? If
105. 3:09the majority of people are trying to get
106. 3:10ads to spend profitably at $10,000 a
107. 3:12month, then have that be the majority of
108. 3:15uh the proof that you're demonstrating.
109. 3:16All right. So, hopefully that makes
110. 3:17sense uh for you in terms of
111. 3:19uh you know, which is the one that
112. 3:21influences the buying decision, the one
113. 3:23that is most relevant to the prospect
114. 3:25and you show a lot of different versions
115. 3:26in all the different ways that is
116. 3:27outlined. Okay. Rainier,
117. 3:30sales motion for home services
118. 3:32businesses, how to sell If you like this
119. 3:34video and you're business owner who
120. 3:35wants to break through your current
121. 3:36revenue ceiling, I distilled every
122. 3:38lesson from scaling 10 businesses past
123. 3:3910 million and three businesses past 100
124. 3:41million into a completely free scaling
125. 3:43road map that I've used to go from zero
126. 3:45to one, zero to 10, and zero to 100
127. 3:47plus. And so, you can click here and you
128. 3:49can check it out. Again, absolutely free
129. 3:51and since you're business owner,
130. 3:51appreciate you and enjoy.