Build Trust By Educating Your Prospect – EP010

Your website can be used to help build trust with your ideal prospect. Use your website to educate prospects about your process, your industry, and how you can help solve their problems. Give them quick wins so that you begin to build trust as a source that can solve their problems. The best way to educate your prospects is to find and answer questions about the problem you solve.

In This Episode You’ll Learn:

  • Why you should offer different types of content for your audience
  • My foolproof strategy to create content by simply answering questions
  • Why you should start using email to follow up with prospects
  • Why you should provide value more than trying to sell

Links To Resources Mentioned In This Episode:

 Like what you hear? Look us up on iTunes so that you can subscribe, rate, and review and help us reach more people and help them to improve their online presence.


Hey, welcome back to the MVP radio show. This is James Bullis and this is episode 10 today we are going to continue on with the third part of our series about the four aces framework. This is a formula that was taught to be my, my first mentor. It’s the same formula that I used to explain and sell websites. Before we get started, I want to remind you what the NVP radio show is all about. You know, after doing this for about 20 years, I’ve been out there and I see where people are frustrated. I can see how they can feel overwhelmed because there are just millions of different options out there for getting their business online and it makes people confused and they just don’t know where to get started. And that’s why I’m making this podcast. That’s why I created the MVP roadmap because I wanted to make sure that I was providing the best service for my clients.

So I built everything down that I’ve learned in the last 20 years down to 49 specific steps that I believe will help my clients be able to win the online wars. And so if that’s you, if you’re trying to get found online and you want to figure out how to improve your online presence, this is the podcast that you want to be listening to. Each of the episodes is going to be based on one of the steps of the MVP roadmap. Now in the first two series, we’re not yet into that roadmap yet. In fact, we’re going to be getting into that roadmap and just a few more weeks. But these, what these first two series are doing is laying some groundwork. The first series was about your linkedin presence. I believe that you’ve got to go in and build your personal presence before you can focus on building your online presence.

And then in this series we’re getting the concepts down. We use the four aces all through the entire MVP roadmap, and we’re using the, the feel of the website, the importance of your actual website and how it plays a role in everything else you do. Because the website is going to be the foundation and the crux of the entire MVP roadmap. So it’s really important that you understand these two foundational concepts and that you make sure if you have questions, you can go to the MVP radio there is a place there that you can send in a recording to me and we can have a Q and a episode where we answer all those questions that you have, but I want to make sure that these two foundational things are set and solid before we get started. On the first section of the MVP roadmap, that section is going to be about defining your business.

We’re going to talk about the seven critical steps that most people overlook when they’re starting their new business, their online business. So many people are ready to get to the doing that. They forget to do the planning, and so we’re on talk about that in just a few weeks. So let’s get started with today’s episode. Today we are going to be talking about educating your prospect. We’re talking about the four aces. It’s a four part formula and we’re basing the, we’re basing the formula off of how your, your website needs to work as a machine. Most people try to try to invest in a website that looks good, which it needs to, and it does a couple of things, but it doesn’t really work as an overall machine. So we’ve talked about attracting human traffic to your website. We’ve talked about attracting bot traffic, which is non-human traffic that search engines use in order to index your website.

What they’re doing is they’re trying to find the context of your information and where it fits in with the other millions of websites. And so that’s really important stuff. And then in the last episode we’ve talked about capturing leads. This is the step that sets you apart from most websites that are out there. Any brochure website that’s out there, people think that all you need to do is just send people to the homepage and they spend a lot of money on ads for absolutely nothing. They get no results because they’re not actually doing anything with that. And then the other thing that they don’t do is they have no way of capturing anybody’s information. They think that, oh, people are just going to go fill out the contact form. But nobody, nobody goes to a website planning on filling out a contact form. You’ve got to nudge them in the right direction and invite them to actually raise their hand and say they’re interested in something that you have.

You’ve got to start a conversation with them. And that’s what capturing leads is all about. Well, today it’s about educating prospects. So at this point they’re a little bit more qualified because they’ve opted in to some piece of information that we have. And so now it’s time to educate that prospect. Education is the piece where you start building trust. This is where you go from the coffee and you start dating a person and you’re going to go out on a date, you’re going to take them to a restaurant, you’re going to see how they eat, you’re going to take them out to a movie and see what kind of taste they have. This is the part where you start building that trust. And so when people think about educating their prospects, most people instantly think that they have to write a thousand blogs. And that’s kind of true, but there’s more to it than just that.

And today I have some ways I’m going to teach you on how to better educate your prospects. I’m actually going to give you some tactical things that you can do. So if you’re driving, I’m sorry, you may want to come back and references later because there’s a couple of little quick things. In fact, what I’ll do is I’ll put all this stuff in the show notes, so be sure and go to MVP radio you can reference episode 10 and you can find all the steps in this thing. So before we get started, I want to tell you a story about going to a furniture store. So there’s a few prominent furniture stores here in town and we go to one of the big major ones in town. We like going over there because they have a clearance section and the clearance section, you can find some really great fines and they clearance section.

So as soon as we walk in the store, the vulture swoops down the automatic, you know, whoever the next salesperson is, they’re up in, they’re running and they’re coming to you. So this lady comes after us and she starts hounding us and she starts trying to build rapport and it was, it was really badly done. And she’s trying to figure out what we’re there for and we say, Hey, we’re just here to look at the clearance section. And she’s like, all right, so she’s hovering. She, she’s within three arms length at any given time. And so we think it’s kind of funny. We start making a joke out of it and we try to ditch her and we successfully ditched her like three times, but somehow she still showed up. And finally the last time we were looking, we got to the couch section, the real couch section, not in the clearance section.

And we were lounging around and here she come. And she started trying to build rapport again. And it was just so obvious that there’s no way we’re ever going to do business with this woman. So weak. We’ve, we had enough of our medicine and we got up and we left. So it was a bad experience. Right. And this is the kind of experience that most people on social media or with their online presence are always doing. They’re always trying to sell. They’re always trying to cheesily build rapport. You know, sometimes when I connect with people on Linkedin, the first thing they do is they’re trying to sell me something or they’re pushing something and they never actually look at my profile. And it’s really obvious, you know, when someone sends me a message and offers to build me a website, it’s like, have you even looked at my linkedin profile

Right So, so we left that place and I was a little bit bummed up cause I did want to price some couches. And so we saw this other furniture store and this furniture store, they promise to not, uh, they promise not to follow you around. They, they promise not to be what they call shopper stalkers. So we’re like, we’re going to go test it out. We just had this really bad experience. We’re going to go test it out over here and see if it’s true. So we walk in the doors and this guy comes up and he’s like, Hey, welcome to the store. You know, son He said, um, now listen, we’re not gonna follow you around, but before you get started, I just want to explain how to read the price tags. I was like, Huh, okay. Yeah, sure. So he starts explaining the price tags.

You know, some of the price tags, it includes the table said some of them don’t. This is how you read it. So you good Yeah, I’m good. Okay. Do you guys want a bottle of water while you look around Sure. Okay, I’m going to go get a bottle of water and I’ll find you later. And I promise not to stock. So we, we’re like so far they’re living up to their promise, right So start walking around and we see this really great looking couch set and we’re sitting there and the guy comes up and he hands us waters and then he starts telling us about the couches. He’s not selling us the couches. Oh Hey, did you know that this has USB ports in here And by the way, did you know that you can flip up these things and it has all these hidden compartments in it and it’s got coolers in the deal and you know you can wirelessly charge your phone over here.

And by the way, it’s got the spring system in here where it’s going to last 25 year and he’s like telling us all this stuff and he’s like, and he never even pitches it to us. He’s just educating us and by the timing he’s done. We’d get up and we walk away. I can’t think about any other couches except for that couch. It’s the most expensive couch in the whole place. All with me and my wife want to do is buy that couch and come to find out that couch is sold out. It’s their best-selling couch and it’s because it’s, they got a little set up there and everybody that sells that couch is really knowledgeable about that couch and they sell the experience, the experience, the difference in the experience between the two different stores was by far so much better at the second store because he wasn’t stalking us, he was educating us, he wasn’t pitching it to us.

He just wanted us to know about the product and we ended up wanting to buy the product and we probably will buy the product eventually. So that’s my story about educating prospects. So that’s a story. That’s not the tactical stuff. We’re going to jump into that right now. What the salesman and the second store did was he kept us focused on how cool this couch was. And by doing that he built trust with us. In fact, by the end of it, we were rooting for him. We wanted him to get the sale. In fact, when we go back to buy this couch, cause we probably will, we’re going to find him and help him get the sale. So how can you build that kind of trust online Well, there’s a few different ways that you can do that. Obviously, blogs are important. The reason why blogs are important on your website is serves a few different purposes.

The first one is obvious. It educates humans. Oh, and by the way, you’re not gonna get away with writing 500 word blog posts anymore because everybody is doing them. The last time I was at a conference, we found out that the best length for blog posts is 1,980 words. So they need to have some substance to your blog posts. They need to educate humans. And the reason why you need such a long blog post is because it adds context to your bot traffic. Your blog posts are there to add context, which means that all the blog posts that you have, they need to be relevant to the expertise, to the mission, to the knowledge of your company. They need to be relevant to your expertise and your knowledge. And by writing out those blog posts, you can then have bot traffic. Give context to your content.

If you blog on a consistent and regular basis, you’re going to have new content that’s always there, that’s attracting bots to come back on a regular basis. The other great thing about having blog posts on a regular basis is that you then have content that you can use on social media to push out on a regular basis as well. It educates humans, it adds context for your Bot traffic and it provides opportunity for social media posts. So the second way that you can educate your prospect is two videos in the most easiest way that you can do that is simply by answering your prospect’s questions. So what you want to do is you want to identify the top 10 questions that people ask you on a regular basis and then you want to sit in front of a camera and you want to answer those questions face to face and the camera answering those questions and about a minute or less, a lot of people complain.

They said, you can’t get real deep into the answer in less than a minute, but you don’t have to do a little bit of information that you can put out there in just a minute. Does a couple of different things and makes you think about how you’re going to explain that concept, and it’s also going to be so far more information than what your prospect is looking for. It’s gonna blow them away. Imagine what it’s going to be like when you give them the full explanation in person. It’s going to really blow them away. Then so you’ve got 10 questions of frequently asked questions. You also want to create 10 questions that you wish people would ask you. These are the questions that typically come up that you have to explain things to your prospects. So let’s go ahead and just preempt the conversation and create videos where you’re answering those questions already.

So their calls should ask questions. So think of 10 questions that they should ask and answer those questions in these videos. Here’s where it gets fun. You can then transcribe all of these videos. You can then turn those into blog posts. This is, this can be added into your blog posts as well and you want to transcribe those videos because when you post these videos on youtube, you’re going to want to include the transcripts as closed captions because those can be read by search engines. Youtube is owned by Google is the second biggest search engine on the Internet, and by you uploading that video and importing in those transcripts, you will be able to it the context that needs to associate your brand with that content. So another great way that you can build trust and educate your prospect is podcast exactly what we’re doing right now.

I started learning about podcasts probably about 13 or 14 years ago and I thought it was pretty popular then, but apparently podcast is one of the fastest growing trends in marketing today. More and more people are listening to podcasts and in fact, I was reading an article earlier and they were saying, listening to podcasts is like the new whistle while you work more. People are listening to podcasts and educating themselves while they’re at work than they are listening to music. And so podcast is a great way for you to educate your prospects. And again, you can also transcribe those podcasts and turn those into blog posts as well. So creating media can, you know, all these different ways that you can create a media are all interchangeable. Like I’m going to take these podcasts, you’re going to find these podcasts on youtube, you’re gonna find these as blog posts.

The same thing with the videos. You’re going to find those as blog posts as well so they can all interchange and you can repurpose all this content that you’re creating. All right. And then the last way that you can educate your prospects is through email followup campaigns. So remember in the last episode we talked about capturing lead information. Well, with those email addresses you can then keep all of your subscribers up to date and let them know about this new content you’re putting out there. A piece of content you put out when that subscribers subscribe may not be important, but it could be important to them. On down the line when you have new pieces of content. So you want to make sure an always be updating your subscribers with the latest content that you’re putting out there on a regular basis. Remember, continuing to educate so you can build more trust.

Now, I will tell you this, educating your prospect takes a lot of effort and as a business owner, I personally, I want to spend more time educating my prospect. Abraham Lincoln is quoted as saying, if I had six hours to chop down a tree, I would spend the first four hours sharpening my ax. And when you put the effort into educating your prospect, it’s going to make the sale will seem so more effortless. By preempting a lot of your objections and your questions with, by educating your prospect, you’re going to be able to make that sale a whole lot easier, and it’s going to attract more people to use so it adds more people into your funnel. Remember, Perino’s law, any percentage of your results will come from 20% of your effort. So if you spend more time educating your prospect, you will have greater results.

In the long run. Well, that’s Today’s episode. It’s all about educating your prospect. I hope you enjoyed the story that I told and that you can see the difference between not educating your prospect and educating and prospect. And then I shared a few tips with you on ways that you can educate your prospect through content marketing. Now we’re getting really close to the end of this series, which is going to get us closer to starting in the actual MVP roadmap series here in a couple of weeks and next week’s episode. We’re going to finish it up by talking about selling your products and services and I’m also going to give you the number one secret that I learned about all of Internet marketing. I call it the wild card. While this is for aces, I learned that four aces is actually not the best card in poker and the only way to make it better is to throw in a wild card. And so you’re not gonna want to miss the next episode. Hey, I hope you enjoy this episode. I hope you have a great day. Be sure and check us out on iTunes, Google podcast, whatever. Wherever you listen to your podcast, be sure and subscribe, rate and review. It’s going to help us reach other people that want to be winners to now go out there and be an MVP.