A few days ago I met with an old friend and colleague who was thinking about starting her own business and was concerned about establishing credibility as a newcomer in her chosen field. Anyone in her position would likely share this concern, of course. Whether you’re a rookie sales person or a seasoned small business owner, it’s critical that you establish credibility and continually strive to maintain it. Why does credibility matter? It’s at the top of everyone’s criteria list for even considering doing business with anyone in the first place.
Credibility is synonymous with having a good reputation, which goes hand in hand with expertise. As I mentioned in a previous article (3 Unexpected Ways To Get More Perfect Fit Clients) you don’t have to be the foremost expert in a particular line of work, but it’s essential you’re actively on your way to becoming an expert—and that’s how you begin to establish street cred. (Note: Usually, this term implies having racked up a plethora of cool points within an urban setting, but in this case, we’re talking about gaining a reputation for being able to do what you claim you’re able to do: “Word on the street: He’s the real deal.”) We’re talking about trust here, which comes from repeatedly proving yourself in the market place, which, in turn, results in more people hearing about you, reading about you, or seeing you in action.
Here are 8 different ways to prove your credibility. None of these can be achieved overnight, but you will likely gravitate toward a select few from this list. So start with your favorite 3 methods, and over time, you can add more to your arsenal.
#1) Speaking Engagements
Have you ever been to a conference and seen an amazing speaker who blew your mind? Did you question his or her credibility? The answer is probably “no.” A good speaker will reference other credible sources when they are quoting facts and statistics during a presentation, letting you know they did their homework. They also share personal insights on their topic, which, in some cases, can actually be applied to your own endeavors. It also stands to reason this person was vetted and endorsed by the hosting organization, all of which adds up to this person proving themselves to know what they’re talking about, thus earning credibility.
Tips to get started:
Do your homework! Make sure your topic is relevant, interesting, and hotly desired by your target audience. Too often, newer speakers choose a subject they personally love, and the audience only finds the topic mildly useful (at best). So beware of this blunder! Next, research the heck out of your topic! Read books and articles, watch related videos by other experts in the field, and/or go out and talk with the experts face-to-face! Once you’ve done your homework, you’ll be ready to convert your notes into a 30-90 minute talk.
Bonus tip: Content is king, but your delivery is just as important. If you have an opportunity, consult with an accomplished speaker to pick up a few presentation tips, or join an organization like Toast Masters or the National Speakers Association.
#2) Articles / Blogging
One of the fastest ways to boost your credibility is having your work published; fifteen years ago, this meant landing your writing in a magazine or newspaper. Nowadays, your prospective clientele has access to Google searches, blogs, newsletters, and a multitude of social media platforms, and it’s easy to direct folks to articles you’ve written. If enough of your work is published online, chances are your prospects will know about you before you even meet them. If they found your post valuable, you’ve already gained credibility in their eyes.
3 tips to get started:
1) If something interests you, or if you have a cool story about something pertinent to your area of expertise—write it down and be prepared to share it. The more relevant it is to current trends, the better!
2) Hit that send button! You will likely spin your wheels over grammar and content when writing your first few articles, (as you should, given that thousands of people might end up reading what you’ve written) but it’s critical to NOT get intimidated and shut yourself down. Just post the best article possible, keeping in mind that perfection is the enemy of good.
3) Get in the habit of writing consistently, whether it’s once a month or once a day. It doesn’t have to be War and Peace; a solid 3-4 paragraphs on a regular basis will be great!
Bonus tip: Over time, you can perfect your craft by researching the style and formats of other successful writers and adapt a style you like. You can also take writing classes or hire a writing coach.
#3) Books
This is one of the holy grails of reputation-building because nothing speaks of credibility like having a published book on your résumé. The reason for this is simple. People assume it takes a lot of time and effort to put a book together—and they’re right!
The idea of writing a book is daunting for most folks, but it can actually be easier than you might imagine. When you really get down to it, a book is just a longer version of an article, and the process is basically the same: coming up with a relevant topic, doing your research and putting it together in an easy-to-follow process; it’s just on a larger scale. The key to not getting overwhelmed is to chop the task into manageable parts.
Tips to get you started:
Don’t think in terms of it requiring hundreds of hours. You can make significant progress writing a book in as little as 2 hours a week; you just need to block out a feasible portion of time to do your writing on a regular basis! In terms of your topic, select one that specifically has great meaning for you. Then take that topic and separate it in to 7-10 key sections. Identify 3-5 critical points of each section and then write an article on each of those points. Over time, you’ll realize you’ve been developing solid content for a book—article by article. When you are ready, you can literally splice it together and BAM! You’re done!
Bonus tip: Try using one of your tried-and-true business practices as the topic. Here are a few sample titles:
– 100 ways to make your yard beautiful for under $100 (landscaping business);
– How to flip beach properties in 90 days (realtor);
– How to earn $10,0000 with 1000 t-shirts (logo shop owner);
– Time Sucked! How to rock your productivity mojo AND get your life back (we wrote that one);
– 10 mistakes all new business owners make (contract lawyer).
#4) Audio recordings
Audio books and podcasts are great media for delivering useful information to your target audience in a highly desirable format. While a lot of professionals these days don’t have time to sit down and read books, they usually make a habit of listening to something while on the go.
Tips to get you started:
Most Apple users have Garage Band, and PC-users can download Audacity, so don’t get hung up on trying to find the perfect software. Focus on creating a useful tip that can be shared in 5 minutes or less. (Imagine how you’d prefer it: Quick, and to the point!)
Before you start recording, give yourself an outline, or even write a script, and practice it a few times. Once you’ve recorded it, you can post it to social media or send it to potential customers as an MP3 or CD giveaway. If you do enough recordings, you might even end up with a product on your hands!
Bonus tip: Most computers and phones have a built-in microphone that will get the job done. However, if you decide this is a medium you want to pursue, it will be wise to purchase an external microphone for optimal sound quality.
Credibility is critical for gaining momentum and maintaining your edge in any business endeavor. Finding the most effective avenue has a lot to do with the preferences of your customers, but as a rule, the more avenues you have for proving yourself, the easier it is to establish credibility with your customers. It takes time, but if you are deliberate and strategic with your efforts, pretty soon everyone will be saying “I’ve heard about you, and what I’ve heard is amazing.”
I’ll share my final 4 on my list of 8 credibility builders in my next article!
