Ever landed on a sales letter and got overwhelmed by the amount of testimonials but for some reason or another you just don’t believe it?
You desperately want to believe but you just can’t get rid of that nagging noise in your head that says,
“If something looks too good to be true, then it probably is.”
“Good things may happen to these people but it will never happen to me!”
“I’m never going to fall for another one of these again…”
What you’re experiencing there is a trust issue. And it’s one of the foremost reasons buyers abandon their cart just before checkout. Why?
Because when it comes time to pay… those nagging noise seem to increase their volume.
Can you blame them?
The internet is a great invention but with it comes the plague of invisible scammers. And I’m sure everyone of us has been burned more than once.
As a legit info product marketer, that frustrates me. So I look for ways to set myself apart from those people WITHOUT breaking my wallet. I scoured the internet for an answer. And here’s what I found.
The Secret To Building Trust
There are two ways to build trust.
- Internal influence. This is where your readers convince themselves to trust you.
- External influence. This is where you use external factors to convince your readers to trust you.
When you see a long list of testimonials, you are experiencing external influence. External influence is great but without the proper foundation – internal influence – it’s difficult to get it to work.
It’s much easier if you structure your trust building strategy around internal influence first. And the secret to doing that is here:
“Give, and it shall be given to you…” ~ Luke 6:38
Now, I don’t want to get all biblical here but ALL major religions of the world have similar advice for their followers.
Why?
Because it works!
One of my favorite example is the eczema industry. Eczema is a disease that turns the skin red, dry and itchy. One of the biggest, most urgent problems Eczema sufferers faces is the constant itch. They would give anything for someone to stop the itch – and unfortunately, traditional medicine don’t quite have the answer.
As a marketer, that’s what I give them. The answer to their itch. Itch is their biggest problem and therefore the solution to the itch is the most valuable information I can give them. (My wife had eczema so yes, I do know what I’m talking about.)
So they took that information, apply it and the itch disappears. What do you think happen to my credibility?
And when I say they should buy my stuff to get rid of their eczema, do you think they will buy it? Heck yeah!
I don’t even need testimonials then. Why would I care if it works for other people so as long as it works for me? That’s internal influence. The prospect thinks to themselves, “If he can get rid of my itch, then he can get rid of my eczema. I should listen to him.”
But what does most marketers do? They keep that most valuable information to themselves and try to sell it before they even establish credibility.
And everytime I talk about this to a large group of business owners, there’s always some of object to it.
What do you think? Should you give away your most valuable information, or should you reserve it for your “platinum members”?
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{ 49 comments }
Great advice. Holding back with a “pay for the good stuff” button is not working as well anymore. You gain waaaay more trust and build loyal followers when you actually give them valuable info/help for free on a regular basis before you ask for anything in return.
237 vague testimonials from other internet marketers doesn’t mean much really. lol
Great article.
Cheers!
Jay
Suite J´s lastest post..Got The Free Theme Blues? What To Do Without Revolution Two
Glad you like the article Jay. I’ll be writing more about trust and authority in the coming articles. Hope you check them out too.
Now people and buyer become more intelligent and if you are still trying to lure them with such practices than you will be in serious problem.
ZK@Internet Marketing Blog´s lastest post..Twitter Giveaway Contest – Win 5 Blog Blazers Books
LOL, you couldn’t have written this a few days ago eh? I ran a promo on my website to give away a free website to anybody who signed up for a hosting account through me, 2,500 views in five days but not a single taker. I’m sure it’s got something to do with trust building.
Christopher Ross´s lastest post..Is it time to close my Facebook account?
There’s no such thing as too trust right? Well, at least not for marketers. Try giving away some valuable tips and see what sort of response you get after that.
Keep me updated of the results!
Hmmm interesting article.
In such competitive niches as MMO, IM, Weight Loss, etc. It is vital that you give away “what you know”, as the competition there is big, and you must be better than others. No choice.
But in other niches, I don’t know, as long as you solve the problem it’s OK.
The Moneyac´s lastest post..16 Interesting Internet Facts You Should Know About
Hi Moneyac, I’ve always encourage giving not because there’s no choice. It’s because giving is always better than NOT giving even with a choice.
People mistakenly thought that value lies in the information they’re teaching. It’s not. Really. This is actually a subject for my next article.
Even in non-competitive niches, giving would easily double or triple sales because it builds trust. Try it and see. I was amazed at the results I’ve got because it’s simply counter-intuitive.
Good ideas here… Trust is important for success, especially if you are promoting something.
I just saw a ‘review’ of an eBook. And I totally wasn’t convinced because the author did not know how to build trust. Sure, the eBook made big promises. And yes, the title and cover looked nice. But that wasn’t enough to convince me to shell out almost $100 bucks for something that inspired so little trust.
And in this competitive environment on the web, you do have to go the extra mile to (1) separate yourself from others with cookie-cutter content and (2) prove that you are indeed legitimate.
Glad you like the article. There are tons of people trying to convince by doing all these fancy stuff like great cover and subscribing to “trust seals”, all of which cost extra dollars but refuses to give.
It just doesn’t work as well.
Andre Thomas´s lastest post..How To Get Glowing Testimonials
Nice insights. Speaking of testimonials, I think it’s just fine to have them on ebooks as long as these users are real human. It is also a good way to show that the ebook is trustworthy.
However, marketers should also realize that readers are getting smarter these days. No one will believe you if you will say that your ebook will help them make a six figure income in just two months.
About the platinum member issue, I think this is just the trend today. Time will come that they will think of another effective way to sell. But for me, credibility has a wide range and giving away the best information for free is only a strategy.
Regards.
You’re right. Giving is a strategy. The best one I might add.
And if you think it’s only the current trend, think again. That strategy has been used since the beginning of mankind. People have always been secretive of their best information and people who GIVE always earns trust and credibility.
In fact, the correlation is so powerful, I think it’s the law of nature!
You see, a lot of marketers who haven’t tried it out thinks the problem is in the claim. If your claim is too big, then no one’s going to believe it.
But look at what modern gurus are going. People like Frank Kern, John Reese, Rich Scheferen and so on. They all have big promises.
And look at the millions of scams with big promises out there. They work because if they don’t, they would have gone extinct by now.
There’s nothing wrong with big claims so as long as you can garner enough trust and PROVE your claim.
Hope that helps.
Andre Thomas´s lastest post..10 Ways To Eliminate Distractions
This is a case of an experienced user or an experienced reader. I like to listen to someone who has used a product than someone who is re-interpreting what he/she read from an article.
I’m not sure where you’re coming from.
Andre Thomas´s lastest post..The Power of Reasoning
Hi Andre,
Nice article. What you said is so true – many marketers simply keep the good stuff for their paying members, and don’t treat their free members well enough. When you can prove to these free members that you know what you’re talking about by giving them the much needed solutions they seek, they will listen to you and become paying customers!
Cheers,
Welly Mulia
Welly Mulia´s lastest post..And The Winner Of The Instant Product System Is…
Try it out and keep me posted. In my years as a copywriter, I’ve found it to be a law.
Glad you find the article useful.
Andre Thomas´s lastest post..How To Acquire Testimonials Even If You’re A Complete Newbie
Trusting too much has bit me in the ass before unfortunately :(
Taris Janitens´s lastest post..Advertise on OnePoke.com!
Who hasn’t! We all have been bitten, unfortunately. That makes giving (no risk of getting bitten) all the more crucial.
Andre Thomas´s lastest post..How The Brain Really Works In Making Decisions
You are not like the others who care-less of their fellows. You shared good thoughts and ideas here – enough to give you an “standing ovation”. But we cannot instill the same mindset to everyone. What works for you may not convince the others. The idea here is to “live what you preach.” Nice idea though.
Why don’t you try it out? It works not just for me. I’ve used giving as a strategy to influence my readers for years.
People have been using it since the beginning of mankind.
But here’s the kicker: What you are giving away must be VALUABLE and preferably offers instant gratification.
Andre Thomas´s lastest post..Are Your Stories Lacking The 5 Elements That Makes It Compelling
I like this post, Mr Thomas. This shall be the first that I will not object because I do love to give free, and when I do, I get it back whatever needed in return.
“What goes around, comes around”
Give evil, and evil is returned. Give good, and that is returned as well.
That’s right! Glad to see you agree with this for a change.
Andre Thomas´s lastest post..What Can You Learn About Marketing From Rock Stars?
Post is really very nice. I think trust is very important while you are trying to gain some knowledge from the market.
I don’t get it. Why is trust important when trying to gains ome knowledge from the market?
Andre Thomas´s lastest post..Three More Mind-Hacks To Increase Productivity
Your article is very insightful. I never actually put it in the context of trust. I used to think readers just randomly find the solution for their questions. However, in the true sense of writing, you write with no expectations. What you can only hope for is what you post can be helpful to people.
I believe this beats the people who try to sell their ideas. For example, some online marketers want to give you tips on how to make big buck online. After going to their page, you see a whole lot of testimonials and facts. Sometimes it makes it harder to scroll their pages. At the end, you will just be frustrated to find out they are asking for your credit information. Sometimes they even ask you to enter your email only to get a link directing you to pay for the information. Usually they just end up wasting their readers time and they leave their website dumbfounded.
francesca´s lastest post..Taking Tramadol Medication
Yup, that’s definitely frustrating for some but if done right, can make them a lot of money. That’s why you see it so often.
However, if they have just given part of the information away… they could have easily tripled their conversion rate.
And I don’t believe in writing in the hope that your post is useful to your readers. I write for a very specific reason. If there’s no problem to solve, I don’t write. It’s as simple as that – thus positioning myself as useful.
Andre Thomas´s lastest post..Why Do Some Headlines Fail?
Nice job Andre, Trust and relationships are key yet many of us learn that late in the game and some never learn it. I knew it was important but Blogging is what taught me how to give and take.
I don’t mind testimonials if they’re sincere and short. A couple top marketers mention using testimonials is good and before we know it every other sales page out there is so ‘testimonials heavy’ it’s hard to find the buy button let alone the price. Sorry, I got sidetracked :)
Brian D. Hawkins´s lastest post..The Truth Hurts!
Testimonials are definitely great. But they definitely don’t work as well without internal influence. Yet a lot of people try to get testimonials BEFORE they even build internal influence.
And that’s a big mistake.
Glad you like article!
Andre Thomas´s lastest post..Why Do Some Headlines Fail?
Yes, giving is smart…
One trick is to link out to high quality sites in your niche. Hopefully as your traffic builds, they will see you in their referrer logs & link back..
Takes a while, but it’s worth it…
That could sure work!
Andre Thomas´s lastest post..Why Do Some Headlines Fail?
Interesting example with eczema. Kinda gross, but interesting, haha. I think I would probably give away my strong tips and tricks for free, and monetize the services and such for a profit. After-all, if you don’t have credibility, then why should people buy from you?
You’re absolutely right. That’s what modern gurus have been doing for a long time.
Andre Thomas´s lastest post..Authority As a Persuasion Tool – And How To Build it
Well for me trust is the capital which I earned after continuous hard working and delivering quality service.
I can understand the value of trust because this one is giving me my bread and butter (actually luxurious facility as well) … lollzz
ZK@Internet Marketing Blog´s lastest post..Twitter Giveaway Contest – Win 5 Blog Blazers Books
Continuous hard work and quality service is definitely a part of trust building but if you don’t give first, then there would little if any work available, right?
Giving allows you to build trust when there’s none. Continuous hard work and quality service allows you to maintain if not grow that trust.
Andre Thomas´s lastest post..Why Do Some Headlines Fail?
Trust is definitely the foundation of business. Providing information is good for your business. Creating systems to make that information effective is the value you charge for as a premium. That is where you create your value. So, share, share, share your information.
Well done article.
Freddie Taylor´s lastest post..Social Networking Is Important Business
Glad you like the article Freddie.
I’ve heard about giving the ideas away and selling the system. I think that’s a great idea though that’s not necessarily what I do. I think the value is in the brand. It’s in YOU, not any sort of information that you have.
I’ll talking more about this in future posts.
Andre Thomas´s lastest post..How The Brain Really Works In Making Decisions
Earning people’s trust is really tough. However, if you have good intentions, people will realize. In terms of business, your target followers should see consistency from you. you do not only have to deliver once, you have to be able live up to your promises all the time as well.
Nicole´s lastest post..A Guide for Choosing the Right Affiliate Programs Merchants Online
You’re right. Consistency definitely keep trust alive in any sort of relationship.
Andre Thomas´s lastest post..Keeping Your Readers Hooked – Connectors and Disconnectors
The more you can give, the more you will get.This is so true in email marketing.Provide good information instead of sales pitches and you will earn money.
Tom – Stay At Home Business´s lastest post..What Has Changed In Legitimate Online Money Making
That’s so true. I practically skip any email with sales pitches in them except when it’s from someone who provided great value before.
Andre Thomas´s lastest post..Keeping Your Readers Hooked – Connectors and Disconnectors
Some audiences are going to be tougher than others. Personally as soon as I see a sales letter or squeeze page I usually navigate away straight away. Where as I’d take the time to read something like that on thou shall blog because after reading your blog, I know that it’s not going to be rubbish and will be worth looking at.
So yes, trust is important but it can be earned if you do the right things.
Dot Com Dud´s lastest post..January Traffic Analysis
You’re right. What you’re talking about there is the “packaging” of the information. Though sales letters aren’t necessarily going to be useless, you’ve developed a rule in your mind that said it is. In an increasingly busy lifestyle people are adopting nowadays, I bet you’re not alone.
So yeah, packaging it the right way is important.
Andre Thomas´s lastest post..Keeping Your Readers Hooked – Connectors and Disconnectors
I think its all about providing valuable content to your visitors which compells them to come back to your site. If your constantly bombarding them with products they’re not going to trust you so obviously they won’t buy what you recommend. Build their trust slowly, get to know them by email, connect with your readers. Do these and people will trust you.
Brandon
Brandon – Best Wordpress Themes´s lastest post..Daily Planet – Best Wordpress Themes
Yup, that’s right. Giving is the key to trust and building any relationship.
Andre Thomas´s lastest post..Keeping Your Readers Hooked – Connectors and Disconnectors
This is a great post on online trust. I tried selling ebooks and failed. I had no idea at that time about how to build trust. Now I know what to do.
Make Money Online India´s lastest post..Moneybookers – Paypal Alternative
Perhaps you can try giving away more than what competitors are giving. The more you give, the more you get. And remember, value lies not in your information but yourself.
Andre Thomas´s lastest post..Authority As a Persuasion Tool – And How To Build it
Wow that’s an interesting way of looking at it, internal vs external.
You ended by saying
>What do you think? Should you give away your most valuable information, or should you reserve it for your “platinum members”?
Well I say, “give first” and then people will be willing to trust and buy. I see all kinds of Gurus in my field, real estate investing. Many offer nothing but testimonials up front. Most of the time they offer nothing on the back end either other than a sales pitch for an even more expensive program. The ones that offer more substance up front tend to offer more value in the products they sell.
Ned Carey´s lastest post..How do I Make Money in Real Estate?
This article is very useful and interesting. Thanks for sharing. I looking forward to reading more at here.
clickktdotcom´s lastest post..List Pro-Blog About Make Money Online
Even there are testimonials provided, the trust in the website is still not there.Unless, they are trust certified.Whereby the legal companies certified that the products are trustful and worthy to buy.
I find it hard when I do give away soem high quality information that I get so little back sometimes.
I run an auto responder with what I believe and what I have even been TOLD is excellent and helpful emails.
Then when I do decide to ask for a sale of a product … nothing. I get better conversion rates sending people directly to the offer.
I think perhaps I have given too much away and that I may have unintentionally solved their problem already?
In any case … a warning.