🤔 Did you know…
Credibility influences the likelihood that your buyers will:
- Pay attention to your message
- Believe your message
- Act on your message
And they compound on each other.
You need the trifecta to turn your audience into buyers.
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You want to grow your social media following.
As an entrepreneur, you know building an audience will help build your business.
As you scroll through LinkedIn you come across a post with a compelling headline.
It reads, “9 dead simple tips to grow your LinkedIn followers”
The post is actually pretty good. These aren’t the same 9 tips you see everyone else regurgitating. There are a few gems that are new to you.
At the end of the post, the author plugs their online course, LinkedIn Audience Building.
You liked their tips so you click their profile to learn more about them.
“Hmm, that’s odd,” you think to yourself as you view their profile.
They only have 1100 followers.
For the average person that’s a good number of followers, but it seems low for someone who claims they can teach YOU how to grow a LinkedIn following.
Are you still interested in buying their online course?
In today’s edition of Why We Buy 🧠 we’re exploring Credibility — how to get people to think of you as an expert in your field.
Let’s get into it.
The Psychology of Credibility 🧠
When it comes to decision-making, credibility acts as a kind of mental shortcut.
People unconsciously seek direction from credible sources so they can bypass the mentally tiresome process of evaluating options themselves.
Researchers saw this when they hooked participants up to a brain scanner.
First, they asked the participants to make an economic decision on their own.
The scanner showed that they were evaluating options since that part of their brain lit up.
Next, they asked the participants to make another economic decision, but only after they’d been given advice from an expert.
The option evaluation part of their brain didn’t light up.
What does that mean? It means that participants made their decision without evaluating it first—all because an expert had told them it was the right thing to do.
Inside Your Buyer’s Mind🧐
People don’t want to think too hard when making decisions.
They’d rather hand over the mental labor to someone who knows what they’re doing.
There are 4 factors buyers use to evaluate credibility:
💡 Expertise: We are more likely to trust information from someone who is seen as an expert in their field.
🤝 Trustworthiness: We are more likely to trust information from someone who we believe is honest and reliable.
😍 Attraction: We are more likely to trust information from someone who we find likable or attractive (it’s unfair true)
🤩 Homophily: We are more likely to trust information from someone who is similar to us in terms of their values, beliefs, or experiences.
How To Apply This 🤑
Alright, so how can we apply this right now to sell more?
Showcase your credibility in your social bio
What happens directly after somebody reads your tweet, LinkedIn post, or Instagram post and finds it interesting?
They click on your profile. Why?
They’re judging you (it’s the harsh truth!).
It’s the digital equivalent of looking you up and down to make sure that you’re legit.
This means this is the *necessary* time to showcase your credibility.
Eric Partaker, an Un-ignorable alumni, has built an audience of 152,000 on LinkedIn.
How does Eric convert profile visitors into followers, newsletter subscribers, and eventually into clients? With credibility.
- He shows the number of newsletter subscribers twice
- He shows his media mentions front and center
- He shares that he was CEO of the Year
- He mentions the companies he worked for in the past
- He plugs that he’s an author
All of this credibility compounds itself to make people realize, “This Eric guy is pretty legit.”
Eric completed the first Un-ignorable Challenge in Feb 2023.
He’s since attracted more than 125,000 new followers and was recently named a “top leadership voice” by LinkedIn (ahead of famous folks like Simon Senak).
As Eric shared in his testimonial for the Un-ignorable Challenge, today he “has more business than he can handle.” Amazing, right?
The next cohort of Un-ignorable starts on Oct 11th and it’s the last one for at least 6 months. You can save your seat and save $150 if you enroll today.
Show the expertise behind your product
You can convert more window-shoppers into buyers by showing them the behind-the-scenes work you’ve done to make your product better than the competition.
Seed, a DTC probiotics company, built an entire webpage dedicated to showcasing their credibility.
Here are just a few of the things they cover:
- Why they chose the specific strains of bacteria that are in Seed
- How they came up with the right dosage
- The contaminant testing they do on their probiotics
- The 19 scientific advisors working on the product
Every brand needs to find a competitive edge. Especially in super crowded markets where people are skeptical about quality claims.
Retail & Hospitality
Make your upsells more credible
There’s a difference between saying:
“Do you want to upgrade to our specialty nut milk?” and “Most people who get this drink ask for our specialty nut milk with it.”
It makes the upsell more credible because, as the buyer, you feel like other people like you are also saying yes.
Media & Education
Admit your flaws and *improve* your credibility
“Admit your flaws?” Your instinct is to hide your weaknesses behind clever copy and pretty brand colors. I get it.
Showing your weaknesses creates immediate trust. And, it makes people trust what you say after more too.
Advertisers who talk about a product’s shortcomings before its strengths increase sales. 📈
In Pre-suasion, Cialdini references a study that found trial attorneys who point out a weakness before the rival attorney can win cases more often.
Here’s the trick:
Add “but” “yet” or “however” after you describe the weakness.
I used this trick on our opt-in page for our free Pre-sell Anything email challenge.
I specifically point out that “This 6-day challenge won’t make you an instant millionaire” or “get 10,000 new Twitter followers”.
Now some people may say this is a weakness compared to other folks who promise to help you “make $10K in 30 days.
But being truthful and setting realistic expectations worked.
People who signed up for the free email challenge had an opportunity to enroll in the Un-ignorable Challenge early. It was a secret launch that we never shared publicly. (Unlike today’s 37 ½ flash sale)
We drove $37,100.50 in sales with:
- No social media promos
- No pushy emails
- No affiliates
- No DMs
- No ads
I guess flaunting your flaws can help boost your credibility and build trust, huh?
The Short of It 💥
Credibility is the foundation of every thriving business.
You don’t want to buy from somebody who doesn’t know what they’re talking about.
And neither do your ideal buyers.
Use credibility to show them why you’re the right person to buy from.
Until next time, happy selling.
Wanna really get inside your buyer’s head?
There are a few ways we can help: