Proving yourself repeatedly in the marketplace results in greater numbers of people hearing about you, reading about you, and seeing you in action—and this is key for success in any professional endeavor.
I recently wrote an article about ways to gain more “street cred,” (i.e. a reputation for consistently “delivering the goods”) and I presented four credibility-boosters from of a list of eight. This week I’m presenting the other four boosters—plus a bonus. Here’s the list:
#5) Video
I have a few friends who are experts in social media and web design, and they all agree: Video is quickly becoming the preferred way for potential customers to “meet you” without actually meeting you in person. As described in a 2013 Forbes Article, video is a highly effective vehicle for people to connect personally with your business, with your brand and with your personality.
Tips to get you started:
Most laptops and Smartphones have built in cameras and some sort of editing software. (I-Movie for Apple and Movavi for PC are low-/no-cost options.) Start by creating a simple tutorial video that can be watched in less than five minutes. Develop a script and run through it until you are familiar with the material. Try setting up your camera so you can simultaneously see what your audience will see. This will help minimize distracting hand gestures and eye movements and will allow you to spot weird stuff in your background. Once you’re accustomed to seeing your own mug in action…let it rip! (If you’re distracted by seeing yourself on the monitor, then try it the other way.)
When you’ve got a version you’re happy with, (i.e. happy ENOUGH)—load it onto your website or YouTube—or both. Now you’ll have a link you can send to various prospects to give them a glimpse of what you do!
Bonus tips: People simply want to see what you do and connect with you. You’re not required to come up with a perfect background or award–winning sound and lights. Just make sure you’re well lit and your voice is audible. If you don’t like the look of your interior shots, try filming it outside. The best light for filming is usually morning or late afternoon.
Also, there are countless how-to videos on YouTube. If doing it yourself isn’t really your thing, you can hire a videographer to shoot a commercial grade video for you, but it will require a bit of an investment. I wouldn’t go this route if you are just starting out unless you wish to make an advertising DVD of your services which calls for a whole other level of videography.
#6) Expert Panels / Talk shows
Once you start gaining confidence in your field of work and feel ready for further outreach—you’ll want to up your game. Start looking for opportunities to serve on a discussion panel, or become a guest on a podcast, radio, or TV show that has the same audience as your target market. It might take some time, but this type of credibility raises the bar considerably. As a bonus, you score massive cool points for listing these engagements on your bio, resume, brochures, social media platforms, and your website.
Tips to get you started:
Without question, the first step towards landing yourself an interview is getting the word out. The biggest mistake you can make is waiting to be invited. Let your professional network know you’ve got your sights set on a particular show or organization. The more folks know of your interest and availability, the more likely you will be invited. When you do manage to land yourself on a panel or on a show as an interviewee, make sure it’s recorded, and be sure to get a copy! Nothing says street cred like: “as featured on the _______ Show!” (Note: It doesn’t really matter if no one’s ever heard of it.)
Bonus tips: Podcasts are growing in popularity. They’re not as high profile as local news or NPR radio shows, but they’re more accessible. What’s the harm in you (or a friend associated with the programmer) sending a quick email on your behalf? Remember: Making your availability known is key!
**Special Bonus Tips for Cred Builders 1-6 – Collaborate, Collaborate, Collaborate!!! Look for ways to partner with other well-respected professionals who serve a similar target market, ESPECIALLY if they have a larger following than you. Guest speaking, co-presenting, co-authoring, guest blogging, joint video, and audio productions are all great ways to exponentially grow your reach and exposure. It’s also a two-way street– your partner will also have the opportunity to be exposed to your fan base. And in some cases, you can pull together multiple partners and create your very own panel of experts!
#7) Continuing Education / Certification
If you want to establish credibility, you must continually improve your skills, and one of the best ways to get better at what you do is obtaining more education. To get the most bang for your buck, find a class or program that offers certification or some type of degree. (Make sure the credential will be of value to your intended customer base.)
Tips to get you started:
The question of money is often an obstacle for folks seeking continued education. Fortunately (nowadays) there are many low-cost options available such as: individual mentorship, training manuals, audio books, instructional videos, etc. (See my article: Going back to school for under 20 bucks.) Keep in mind, however, an accredited program that furnishes a degree will almost always have a larger impact in the conventional marketplace, but again, there is the cost to consider. (Note: Most schools have some sort of financial aid/special financing available, and credit unions and small local banks usually have the best deals for loans. If credit is a problem for you, it might be worth investigating a legitimate credit restoration specialist like this one.)
Bonus tips: People always have their own, personal screening requirements that must be satisfied before they’ll even consider talking with you. The range of criteria is wide, but you can pretty much count on credentials being on everybody’s list. In that light, be sure to include your credentials on business cards, social media profiles, websites, etc.
#8) Client testimonials (Don’t skip reading this Cred Builder even though you think it’s a no brainier!)
A well-written client testimonial or case study highlighting your products and services is probably the lowest-cost option for reputation-building available, and will deliver the greatest impact on your credibility. So how do you get a good one?
Tips to get you started:
When it comes to obtaining testimonials, there are two schools of thought: Ask for it before your services are rendered, or after. I’m in the minority because I recommend asking before.
If you are just starting out, I suggest making it a standard practice to request a testimonial as part of your new client onboarding. Find a way to tactfully mention, “I want to give you the very best service. If I do, would you be open to writing a brief testimonial about your experience with my company?” It sends a subtle and very real message: “You can expect us to knock your socks off!”
As a rule, when someone raves about your great service or product, that is the best time to ask for a testimonial. However, if you’ve asked them up front, it can make the process of asking less awkward. The testimonial will be more effective by highlighting the results they achieved working with you. (Examples: “I saved 500 dollars!” or “I can walk pain-free!” or “I start my new job in April!”)
Bonus tip: We’ve all heard the saying: Consider the source. If you are working with a perfect-fit client who’s willing to give you a testimonial, it will be all the more useful if that person or company has a high level of credibility. (Credibility by association.)
#9) Bonus! Referral Sources
I thought this would go without saying, but I realize not everyone understands how referrals have a major impact on your street cred!
How can a good referral source affect your credibility? It has everything to do with how and by whom that potential customer came to you. Personal credibility has less to do with the popularity or fame of the referrer (also known as the nominator) and more to do with the relationship and the amount of respect the potential prospect has for the nominator. So choose your referral sources wisely!
Tips to get you started:
Consider developing a formal Referral Partner Cultivation Process to ensure you have a strategic army of raving fans referring a steady stream of great fit business to you and your organization. (See my article: If you want a 95% close rate…do THIS.)
Bonus tip: Deliberately set time aside each week to develop your referral sources. Developing referral partners who are well respected in the community takes time but it’s worth it! When people are referred in this manner, they’re generally primed to purchase your service because your name landed on their short list of preferred people to call.
Whether you call it the word on the street, street cred, expertise, respect, or trust, it all boils down to one thing: Without ALL of them in your arsenal, you’ll never get ahead of the competition! On the contrary, you’ll end up working your butt off just to survive!
