How Your Organization Can Become the Trusted Voice in a Noisy, Busy World
“If you look for it, you can always make your audience a hero.” - Marcus Sheridan
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Marcus Sheridan is the go-to voice to learn how to generate trust faster with potential clients and become the go-to expert in your marketplace. Digital marketing is still a mystery to some advisors. This episode gives you the insight into becoming that go-to expert.
Marcus, AKA The Pool Guy (there’s a great story behind that nickname), did one our of IPC conferences years ago. I became an instant fan. So much so, I made everyone in the company read his book! That’s how much I believe in his message, so this podcast is really going to help you uplevel your message in the digital marketing space.
Marcus Sheridan is a highly sought-after international keynote speaker known for his unique ability to excite, engage, and motivate audiences. Forbes named Marcus “One of 20 Speakers You Don’t Want to Miss.” He has been dubbed a “Web Marketing Guru” by the New York Times and featured in Inc., The Globe and Mail, Forbes, and many more. As an owner of IMPACT, Marcus has established one of the most successful digital sales and marketing agencies in the country. Within his speaking company, Marcus Sheridan International, Inc., he gives over 70 global keynotes annually where he inspires audiences in the areas of sales, marketing, leadership, and communication. Mashable rated his book, They Ask, You Answer, the “#1 Marketing Book”, and Forbes listed it as one of “11 Marketing Books Every CMO Should Read”.
Marcus Speaks from Experience
Marcus started his entrepreneurial journey with a pool company he started back in 200. He started it out of the back of a pick up truck with some buddies. Their business grew overtime until the 2008 financial crash. Many swimming pool companies went out of business and Marcus was afraid his business would suffer the same fate. He had to figure out how to save their business.
To make it happen, Marcus leaned into the internet. He studied how consumers were using it and how consumers learned to trust a company through their website. He learned one thing: If he obsessed over his customer’s questions, fears and concerns AND was willing to address them on his website, he might be able to save his business. From this, the “they ask, you answer” strategy he’s famous for was born and his company’s website became the most trafficked pool website in the world.
How to Become the Trusty Brand in a Noisy, Busy World
“If you can build the model of your company or brand around trust, you’re going to be built to last. It doesn’t matter what happens with AI. It doesn’t matter what happens with the next platform. You’re going to be okay.” - Marcus Sheridan
The landscape might have changed a lot since 2008, but one thing is still true: There’s one emotion that binds every business together. It’s the emotion that allows consumers to give you money in exchange for goods or services. That emotion is TRUST. Whether you’re a solopreneur, a multi-billion dollar corporation or somewhere in-between. That’s the battle we’re in. You’re in a battle for trust of potential customers.
Often we’re focused on the logistics and platforms and how they’re changing. But no matter how any of that changes, it still all comes down to trust. If you can build the model of your company or brand around trust, you’re going to be built to last.
Marcus shares the recipe on how to build trust with potential clients online. If you follow the three things he shares in this episode, you’ll be built to stand out from the majority of your competition.
They Ask, You Answer Process
Marcus treats his “they ask, you answer” theory as an obsession. It’s an obsession with the questions, the worries, the fears, the issues and concerns a potential buyer or customer would have and the willingness to address those through text, video on your website and integrate that into your sales process.
Most companies don’t embrace it and ignore the questions potential customers want answered. Oftentimes, companies might come up with excuses like “There’s regulations we have to follow.” If you want to become the trusted voice in your field, you can still address the question, but you can’t always answer it how you want. Those who do well online don’t have a glass half empty mindset, they have a glass half full mindset when it comes to subject matter. They find a way and aggressively talk about what customers want to know.
Marcus’s goal is every potential client has heard his voice, seen his face and have a feeling that they know him before they ever meet in person. Imagine having that kind of connection with potential clients before you even meet them, or even being able to build a better relationship with current clients.
Think about the types of questions potential clients ask you when you start to build a relationship with them. How can you use digital marketing as a tool to build trust with potential clients before you even meet them? Harnessing this mindset can give you an advantage above others in your field while also helping you to build lifelong client relationships.
I’d love to talk to you more about what you’re doing to be the trusted voice in personal finance in your world! What are you doing to build trust with potential and current clients? ’d love to chat with you more about it over a virtual coffee and how you can accomplish big things in your business in 2023!
Set up a virtual coffee with me here: https://aspect.ipcc.ca/turning-the-page-podcast#grabcoffeewithchris
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Let’s talk soon!
Chris
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