007 - From Cynicism To Trust

Most people say that "trust is earned" and there is a truth to that.

However, people tend to GIVE trust way before it's earned, especially if something is "NEW".

It tends to be more like "innocent until proven guilty".

But, then as soon as it's "proven guilty" (aka trust is broken), it's VERY hard to get back.

And after a while of trust having been broken over and over again, people tend to become very cynical.

Take the Internet.

A couple years after it started and was the "hot new thing", people trusted the offers that were made.

But, over the years, that trust (& hope) for something good was completely shattered.

There had been too many broken promises.

And, the online courses that were purchased were only gathering digital dust.

Sales online became harder...

In return, the direct response marketers made BIGGER and BIGGER claims. On top of those claims they added 'unique mechanisms' to try and break past people's "BS" meters.

Those that were really good at this type of "manipulative" marketing kept making sales.

This only increased the amount of people that got burned by online courses.
And, high ticket coaching programs made things even worse.

That's where we're at today- at the highest level of skepticism yet.

Simply put, "old school" direct response marketing has broken a LOT of trust.

Which means that when we sell online we're starting with NEGATIVE TRUST.

So, how do we break through this NEGATIVE TRUST?

We do it by being completely different.

This starts by changing our focus from TRANSACTION to TRANSFORMATION.

By being motivated by goodness instead of greed, we break through people's defenses.

In fact, right now there are people making $100k + per month through simple paid groups. Most of these groups started out as free - where the owner simply wanted to help people.

They spent time getting to know their audience.

What were their real problems? What were their real desires?

From that, they created simple solutions - courses & programs their audience already wanted. Since trust was built first, people were quick to invest into these solutions .

They weren't forced into a sale.

It didn't "FEEL" like direct response marketing.

Instead, it was authentic and actually helpful.

You see, that's the key.

If you help people get a specific desirable result BEFORE you make an offer, they'll want to buy. It's authentic and natural.

How do we do this practically?

#1 - Have Compassion

Compassion is the starting point to building trust.

People can feel it.

It breaks through their wall of DISTRUST.

And it's exactly how JESUS built His ministry - by being "moved by compassion".

So, we start there.

WHO are you called to right now?

WHO do you have compassion for?

#2 - Sit With Them

Next, we must actually KNOW our audience.

Heidi Baker, a missionary in Africa who helps 10s of thousands of people daily, started this way.

For three months straight, God had her sit with those she was called to serve.

So, every day, she'd put on the same dress and sit in the dirt with the women God had put on her heart.

NO AGENDA.

She was there simply to listen. To truly get to know them.

In the same way, we MUST know our audience.

How can you start connecting with your audience to simply listen?

A good way to start is either by joining a free group or creating your own with the intention of listening.

As you listen, you'll get to know who they truly are and what they truly need.

What are their true desires? What are their true problems?

#3 - Help Them Win

Only after you KNOW your audience can you help them win.

So, that's what you do.

What's that FIRST win you can help them establish from what they ALREADY desire?

How can you ENSURE that they get that first win?

One of the best ways I've found to do this is to create what I call a Gamified Experience.

This is essentially a 7-day "mini-course" that is set up to help people WIN.

(I build it on a system called Xperiencify that gamifies the process.Click here for more info.NOTE: This is an affiliate link that I get a portion of the sales if anyone signs up for it.)

This establishes an incredible amount of trust in you because you didn't try to sell them right away.

What WIN can you help those that you have compassion for step into?

#4 - Invite Them To The Next Step

When you actually help people get a CLEAR win, then you don't actually NEED to sell.

Instead, you simply INVITE people to the next step.

If the step makes sense, then they'll sign up without much thought.

It's like the disciples who followed Jesus around EVERYWHERE He went.

They saw His goodness. All He had to do was INVITE them to follow and they dropped everything they were doing to follow Him.

We want the same kind of results in our marketing.

In fact, with good marketing, you won't have to "sell" a day in your life.

This only happens when you help people trust that you can help them.

Buying will be the most natural next step.

Some have built so much trust with their audience that they only need to make mention of an offer and people will buy.

The Conclusion

When we show up in compassion, take time to actually know our audience, and then go and help them win, sales becomes easy.

And, here's the stark reality.

If you are currently struggling in your marketing, it's most likely a trust problem.

Somewhere, people don't feel like you care or that you can actually help them.

Go back to simply spending time with them and getting to know them.

Then, create experiences that help them win.

I guarantee if you do this while staying relational, you will make a LOT more sales and it will be WAY easier.

But, you have to STOP doing it the way everyone else is doing it.