Establishing credibility the 'new' way

by helisell

Posted: 12 years ago 25 replies

INTERNET MARKETING

So I settled back in my chair to watch a webinar/interview
replay.

2 well known marketers so I knew it would be good stuff.

After the first 5 minutes of "....and he's worked with xyz...and
helped develop abc....and written 123...." eeerrrr big yawn...

It struck me....that way of establishing credibility wasn't working for me.

Is there a better way of establishing credibility?

Go straight to the meat.

Drop in some mind blowing fact or piece of knowledge right from
the off...that makes me see instantly..."hey this guy knows his stuff"

You can make me want to listen by "showing me something of value"
right at the start.

My time is valuable.

The 'old' way of establishing credibility by reeling of statistics, references, book titles, name dropping and generally 'bigging up' wasted too much of my time.

Demonstrate that you have something of value in the first minute.
I don't actually care about your credentials.

At the very least....test the 2 approaches before you tell me 'it's only your opinion'.

Ah....feels better with that off my chest.

.

#credibility #establishing

sbucciarel Banned 12 years ago

Great post. I don't watch webinars ... they all bore me to tears, but from someone who does, it sounds like sound advice.
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Rob Maggs 12 years ago

This is a very good strategy, Webinars are definitely the way to go, but you really need to build that rapport.

If the audience gets something valuable to take away then it's a "win win" situation. I work with Steven Essa on Big Fat Marketing and he certainly achieves this, in each webinar an expert reveals a really cool strategy and there has been some real gold there.

At the end of the webinar the expert gives away one of their products and as a frequent panelist I can see how effective this is.

Check out Big Fat Marketing and you can see how well Steven Does this

How To Make Money From Home On The Internet | Big Fat Marketing

Cheers Rob
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sal64 12 years ago

Always start with a big promise and fire your biggest shot at the beginning.

You can also give a free report when they register and list your bona fides on that.
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- EricInCleveland 12 years ago
  
  I think I feel the same way about testimonials.
  
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- Alex Kage 12 years ago
  
  Kudos to that!
  
  Originally Posted by sal64
  
  Always start with a big promise and fire your biggest shot at the beginning.
  
  You can also give a free report when they register and list your bona fides on that.
  
  Thanks
  
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healingoasis 12 years ago

This is a great thread. I have to agree, when I am looking to purchase something, whether it is a product or service, I want to know how that particular product/service is going help me. Not a bunch of fluff about other products/services.
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Dimian 12 years ago

review copies are beneficial in more ways than one. thats instant credibility
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Bruce NewMedia

12 years ago

Originally Posted by helisell

....The 'old' way of establishing credibility by reeling of statistics, references, book titles, name dropping and generally 'bigging up' wasted too much of my time.

Demonstrate that you have something of value in the first minute.
I don't actually care about your credentials...
.

This has been my feeling for some time.

Aside from how poorly organized and presented most webinars are, aside from all the meaningless backslapping and name-dropping, the wasted time, the starting late, the credibility of the presenters is often weak.

If they would just jump in with one or two powerful examples of what they'll be teaching, it would convince attendees the presenters actually had something of value to share. So, Helisell I agree you're making a good point...now will anyone pay attention?
_____
Bruce

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fitz10

12 years ago

Originally Posted by Bruce NewMedia

If they would just jump in with one or two powerful examples of what they'll be teaching, it would convince attendees the presenters actually had something of value to share. So, Helisell I agree you're making a good point...now will anyone pay attention?
_____
Bruce

I definitely agree with this personally.

That being said, I think people do the whole "beginning prop up" introduction because a lot of people need to hear it before they'll listen to what the presenter is saying. If I was a totally unknown person and I said, "I'm going to show you how to make $1,000 dollars a day from affiliate marketing" a lot of people will just go, "Yeah right. I've never heard of this person so why should I believe them?". On the other hand if I talk about all the people I've earned big commissions from, showed a picture of myself with Frank Kern or something, and talked about some promotions I've done in the past, I think most people would be more inclined to believe me.

But yes, the drawn out intros do get old fast.

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John Dixson 12 years ago

I hate most webinars. Most of them spend an hour wafling on about crap that doesn't even matter. There one guy who I literally hate to listen to on webinars even though he will introduce himself and say "I swear a lot". Instead of trying to accommadate the masses and hold his tongue a little, he let's them fly whenever he feels like it. So unprofessional if you ask me.
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Tomeritzcohen Banned 12 years ago

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- Michael Shook 12 years ago
  
  I have been thinking about this for a while why webinars all seem to start like this. And I think it may be because they are being targeted toward people who have never been on a webinar.
  
  They are doing the warm up the crowd routine that is usually done by the opening act in regular concerts. And they are vamping while waiting for as many people as possible to get on the line.
  
  I think maybe it sticks out to us because we listen to more than one webinar. And because we always get reminded of how many people could be on the webinar and to make sure we jump on early, if you do that, you wind up listening to the opening act.
  
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  ksmusselman 12 years ago
  
  Great post and thread!
  
  I'm a self-proclaimed video junkie. I love video tutorials, video testimonials, video how-to's and Webinars where it's not just audio but some kind of screen capture video along with it.
  
  But as much as I love video and webinars, I'll close the window if they droll on and on about their credentials or if, like John Dixon said, the person can't keep the foul words from flying out.
  
  Before I'll even watch anyone's webinar, I'll do some research first to see what I can find out about the person anyway, so I don't need to hear all the fluff.
  
  Thanks
  
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ExRat

12 years ago

Hi helisell,

Originally Posted by helisell

The 'old' way of establishing credibility by reeling of statistics, references, book titles, name dropping and generally 'bigging up' wasted too much of my time.

I presume you are in the UK? (Lake District plus your British accent?) Forgive me if there's another Lake District somewhere else

I'm wondering if the marketers on the webinar were American, or the majority of their target audience?

I've found over the years that there is a subtle difference (in general) between what kind of things impress Americans in comparison to Brits in terms of establishing credibility.

I'm like yourself, my time is valuable and I tend to grade people on what they show that they know, whereas 'bigging up' actually puts me off people. I know how easy it is to fake and fudge references, book launches, statistics etc. But I've found that my friends across the pond tend to be a little different.

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marciayudkin 12 years ago

If they would just jump in with one or two powerful examples of what they'll be teaching, it would convince attendees the presenters actually had something of value to share.

What Michael Senoff of Marketing Seminars | Free Interviews | MP3 Marketing Interviews does, and I find it very effective, is to lead off with a very strong excerpt of a sentence or two before introducing himself and the speaker. This is the equivalent of the grabber that you are talking about.

However, I hate listening to recorded material when the presenter says the guest needs no introduction, because it invariably is someone whom I *do* need an introduction to. I may have downloaded the recording to listen to later quite a while ago and totally forgotten the person's experience and credentials. I'm also irritated when the host does not introduce him or herself because I do not know who I am listening to.

I think typical listeners would respond well to a balanced approach with both a grabber at the outset, some real value immediately, and then the person's background before getting into the meat of the program.

Marcia Yudkin
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ltodd1947 12 years ago

One never knows who to believe any more. It is just a hit and miss....
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helisell 12 years ago

Hi ExRat

Actually it was one from each side of the pond. I think you are right that we respond to different things depending where we're from but still.....if they hit me with some juicy, useable, valuable...something...then they'll have instant credibility without boring the pants off me.

Also marciayudkin....I am a Michael Senoff fan and like the way he puts a nugget at the beginning of his audios. That is the kind of thing that the webinar folks should put right at the start if they want to keep my interest.

Maybe it's just that we're getting used to webinars and our expectation levels are higher!
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Dimian 12 years ago

interesting ideas on this topic. never given it much thought
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sal64 12 years ago

Reality is that unless said webinar is part of a paid program / training... all they are is one big, long, glorified sales pitch.

Stage spruiking ot the masses.
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tpw

12 years ago

That has always been the proper way to establish credibility.

When I advise article marketers, I have always said to NOT list your credentials in your resource box, BECAUSE the article (content) will establish your credibility. If the article did not give you credibility, then it is too late when the reader reaches your resource box.

And the goal of the resource box is to get the click, not bore your readers to tears.

People never care what you have done, but rather, only what you can do for them. So tell them... Give them the meat that they want, and you will be rewarded.

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sal64

12 years ago

That's a very valid point... and one which often gets lost on most. Anyway, the host should give some background in his / her introduction of the speaker.

Maybe many webinar presenters suffer from small edick syndrome and feel the need to compensate?

Originally Posted by tpw

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Justin Says 12 years ago

Great share!

I'm actually working on something with this exact approach tonight Been working on it since about 8pm (it's now 4:30am).

I definitely think showing results is more important than random blah blah
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celente 12 years ago

I do not think there is anything NEW or GROUNDBREAKING about this

But if you do this properly you can make lots of money.

These days more people can SMELL the B.S. a mile away, and people do want more meaty stuff, before they buy. So like I said, there is nothing new about this, but it will bring more fans and people onto your list.
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- lgibbon Banned 12 years ago
  
  Originally Posted by celente
  
  These days more people can SMELL the B.S. a mile away,
  
  That's rather ironic from someone
  that's using a fake name Micheal.
  
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tryinhere

12 years ago

Originally Posted by helisell

My time is valuable.

The 'old' way of establishing credibility by reeling of statistics, references, book titles, name dropping and generally 'bigging up' wasted too much of my time.

Lost that lovin feeling ? forget the foreplay - just get straight to the vinegar stroke.

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Raydal 12 years ago

Well in teaching they tell you to start from the known
and work towards the unknown. What may be boring to
the "knowing" people may be very necessary to the
"unknowing" people.

A great way to establish credibility is also by forecasting.
Give a brief history of your industry and "predict" future
trends. It makes you look smart even if you're dead wrong.
At least by the time they find out that you were wrong you
will be dead.

-Ray Edwards
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Establishing credibility the 'new' way

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