🐫 The Trust Desert: How to Win Trust, Develop Rapport and Sell "Like Before" in a More Difficult Season
🏜 We're officially in a trust desert, people. Your future buyers still want to buy, sure.
But, the times are a changin' and to keep up, we need to level up.
Here's just a few of the changes in the online business landscape that have accelerated over the past 12 months:
🤠 We're all super aware that there are cowboys in the industry, and many of us have been burnt by them;
💸 We don't have as much free cash to splash, and we're super wary of ensuring it goes to the right person for the job;
🤖 AI is advancing at a clip, and we're craving a unique perspective and a human to lead us;
💅🏼 The industry is becoming more sophisticated, and in a buyers market we're spoilt for choice; and
📈 Buying cycles are getting longer, as people stop responding to direct response marketing and instead are taking their time to make sure a purchase is the right one for them.
All of these changes have led to the "perfect storm"; one where the online business landscape is fast being split down the middle into two clear camps:
The first? Those willing to do what it takes to develop trust. And the second? Those still clinging onto the old ways of doing business, and wondering why it isn't working anymore.
In today's podcast episode, I'm breaking down what this trust desert is and five things to consider to ensure that you don't get left behind.
Here's a summary of points covered:
1) Touchpoints: The need for more touchpoints to build rapport with audience prior to purchase.
2) Audience: The increasing importance of audience and community.
3) Middle of Funnel: The non-negotiable need for a middle of funnel content channel.
4) Thought Leadership: Why how to content no longer cuts it.
5) Catering to Longer Buying Cycles: Why multiple touchpoints are needed to achieve a benchmark CVR.
If you need help with developing trust with a robust traffic system for developing traffic and building trust with them, you need Traffic Playbook! This is a full course included in Lifestyle Business School, and also able to be purchased separately.
To check it out, click here.
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