I remember that day. It was so exciting. I was ready to take the big leap. One that would change my life. Not that kind of change where you have the intention to stop with an unhealthy habit and then two weeks later you relapse. No, not that kind of change. This time, I wanted things to be different.
I had an unpleasant experience...
Some weeks earlier, I had found a great program. It was very promising, and I didn’t find any other similar programs; at least not in Dutch, which is my mother language. I chose not to participate because I had an unpleasant experience during the marketing and sales flow. My intuition was telling me not to step in. It felt wrong. The experience was not what I had expected when I was looking at the free content and the videos of the program.
I contacted a friend who had followed this program and explained what happened. She told me that she was grateful that she had taken this program. However, she was disappointed because they were not very authentic. That explained why I had this bad feeling. I trust my intuition.
Was she reading my mind?
She referred me to a website of an online business coach. I liked how this coach presented herself. I could relate with her personal story and with the overarching message of her content. The amount of free content with value was overwhelming.
So, that day, I decided to attend one of her webinars. It was the first webinar I ever experienced. At the time, I was unaware about how webinars are structured and how they work as a sales conversation. The copywriting of the opt-in page was as if it was written for me.
During the webinar, I was completely pulled in. Was she reading my mind? Damn, I wanted that change so badly. And here was someone who understood how I was feeling. Someone so generous and kind. I kind of knew her by reading her story.
And finally, there was the sales pitch. I was so stressed because I had never invested such a “big” amount of money in myself. But it was a no-brainer. How could it go bad with such a person as a mentor? Yes, of course I wanted to participate. She could have asked twice the amount of money and I would still be all in.
That moment changed my life. Not because of the program. Because of how this process had changed my mindset and led to different actions and choices with great impact. Looking back later at this moment, I started to see why I took the call. Here are some of my lessons.
How can you earn the trust of your audience?
Choose an audience you like. Connect and learn about their values, needs and expectations. Yes, you have heard this one before. Why is this so true? There are many reasons. A big one is trust.
When you design a marketing experience to connect with strangers and convert them into customers, there are some things to keep in mind. You build a conversation so they can start to know and trust you and create a desire to start working with you.
Trust is something that you need to earn. It’s not only about knowledge, it’s also a feeling that you get when you connect. By knowing your audience and most likely, also being like them, you earn trust by writing about their world view. They feel that you understand them and can help, when help is needed. It is a psychological effect that can also be misused.
Create more trust with authentic storytelling
With great storytelling, people get more information about your personality, your feelings and experience. If they can relate to the challenges in your story, then they are more likely to trust you and feel a desire to start working with you. It shows them that you are also human. You are connected.
Understanding someone’s feelings, needs and expectations will allow you to make a connection that is real. To create a vibe and positive energy that makes you happy. The combination of trust and being connected, is a good recipe to create a great learning experience or working relationship.
With a better understanding of your audience, you can create content, sales pages etc. You build a marketing experience that really speaks directly to their heart and mind. Something that aligns with the energy that you have been feeling. Something that you want to transfer to your client.
When human beings feel understood, we feel safe and allow ourselves to be vulnerable. Making an investment of time and money, and more importantly – opening yourself up to the possibility of a transformation – requires vulnerability. It’s a leap of faith that can only be done with trust.
Create a marketing masterpiece that is consistent
The first program (which I didn’t choose) left me with a feeling of inauthenticity. Perhaps the main reason was that I found the marketing process to be inconsistent. The messaging kept changing the more I moved towards the closing of the sale. That left me feeling like I could not trust them and they lost me as a potential customer.
That was not the case with the business coach. She maintained the same kind of energy and messaging. She had a real impact through each level of her marketing to the extent that even now, I find myself writing about her. She had created a real marketing masterpiece based on trust and understanding of her audience. Starting from free content, to the sales page and sales webinar, she was consistent.
How do you connect with visitors and convert them into customers?
Do you start building trust with the first impression?
How is your marketing experience structured to convert customers?
I can help you with creating impact-making conversations that prepare for a leap of faith, while keeping full integrity. You can trust me 😉
Steven Poelmans
Steven Poelmans has supported hundreds of entrepreneurs and companies to build scalable products and grow meaningful businesses. He decided to restart his career and founded The Freedom Story Academy to support impact-making coaches and entrepreneurs worldwide to rewrite the way they work, live, and breathe and help them to structure and launch online services.
Steven Poelmans
Steven Poelmans has supported hundreds of entrepreneurs and companies to build scalable products and grow meaningful businesses. He decided to restart his career and founded The Freedom Story Academy to support impact-making coaches and entrepreneurs worldwide to rewrite the way they work, live, and breathe and help them to structure and launch online services.
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