Your prospects are comparing you to three or four other experts before they ever reach out. Everyone’s credentials look similar. Everyone’s website says the right things…. so how do they decide who to trust?
When someone reads your blog post, they get your ideas. When they hear your voice, they start to feel like they know you. There’s a term for this: parasocial connection. Podcast listeners feel genuine loyalty to hosts they’ve never met. That same dynamic can work for you.
In this episode, I break down why audio does more pre-selling than any case study ever could.
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Transcript
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::When a lead or a potential client reads your blog post, they get their ideas.
::But when they hear your voice or see your face, they start to feel like they actually know you.
::Your prospects are comparing you to three or four other experts before they even send you an email.
::Everybody's credentials look similar when they're read on paper.
::All of our blog posts probably sound a little bit similar to each other.
::Everyone's websites says the same correct things.
::So how does somebody decide to trust you?
::Now there's a term for what happens when someone listens to your voice regularly.
::That's called a parasocial connection.
::Podcast listeners, maybe you, feel genuine loyalty to the hosts that you've never met.
::but you really like the show. And this same dynamic works for you. Now, the professional
::whose voice shows up in somebody's earbuds every single week or every day becomes really familiar
::to them. And then you might sort of build up a feeling of trust in that situation. And then when
::that listener actually needs the thing that you're offering, you're already there. You're the person
::been learning from and listening to and in their ears. So the pitch comes a little bit easier.
::You just have to kind of show up to the meeting. Now that connection, it's going to do some
::pre-selling more than a case study could, or a great addition to a very solid case study.
::So the text, it's going to get you there with the information, but the audio and the video,
::that's going to start building up that relationship, that connection. And for services that require a
::lot of trust, that's the difference that's really going to matter in the end. I'm Jen deHaan. This
::is the Credibility Minute. You can find more episodes or you can get in touch with me and
::subscribe at StereoForest.com slash minute.