Crossing The Credibility Gap…
List Building for the newcomer can be a somewhat daunting journey to embark on. There’s uncertainty firstly about how to get started. And secondly, newbies are actually a little afraid of dipping their toes in the water for fear of the unseen ‘dangers’ that may lurk below.
The cause of this fear stems from lack of knowledge obviously. For example the water could be just a bit too cold at best. But at worst it could contain all manner of horrible unforeseen demons from the deep.
And this uncertainty may cause their desire to dwindle to the point where they avoid even getting started, as they become overwhelmed by fear of whatever the murky waters may reveal.
Who said – “The only thing we have to fear is fear itself”?
Well, who knows, – but it’s certainly true in this case.
Perhaps I can make that first step towards understanding how it works a little easier for newcomers, by offering some insight as to how their intended audience may view them.
A Dark Journey into The Unknown
Imagine yourself, the budding Internet Marketer, about to promote your first product. You’re standing on one side of the giant Devil’s Canyon in Colorado.
On the other side of this enormous chasm, or gap, is your potential buyer, or prospect.
The distance between the two of you seems enormous. Well actually, it is enormous.
In case the analogy isn’t obvious, let me explain…
Looking across to the other side, you stand there safe yet unfulfilled. You’re an inexperienced marketer who wants to sell your things. The guy on the other side is the buyer browsing online. He lands on your web page and sees that you sell the thing that he wants to buy.
The problem is, – he’s never heard of you. And because of that, he’s wondering whether or not to buy. What I mean is, he’ll buy, but probably not from you!
So this huge chasm that separates the two of you is what I call the CREDIBILITY GAP that will almost certainly prevent HIM buying from YOU at this moment in time.
Since he’s never heard of you, he doesn’t know you, and therefore he doesn’t trust you. You plain just don’t have any credibility in his eyes.
Ye Olde Corner Shoppe
Compare this scenario with the one where you desperately need bread or milk or something at 8pm, so you step out of your front door and go down to the corner shop as you have done for years.
You go there without even thinking. And as it happens, there’s a similar shop the same distance away in the other direction, but you probably always go to this one because, well, something between the two of you just clicked at some stage in the past. Maybe he made a great first impression, or he tells funny jokes, or he knew your mother. Whatever it is, the gap is bridged and you’ll keep going there until something happens to make you reconsider.
In fact his prices are a little bit more than the other guy’s, but what the heck. This guy asks me how my Mum and Dad are, and how my golf is going – you get the picture.
Back to the point of this, – which was to paint two entirely different pictures. One with a huge credibility gap, and the second one where the gap had been long since bridged.
It’s about Building Bridges
The thing is, we all like to be able to buy with confidence. So like the corner shop guy, you must appear knowledgeable and trustworthy in your particular niche, and yet friendly and approachable at the same time, and caring and considerate too.
To do this, you can see that you’ll need to help him cross this void which we’ve called your ‘Credibility Gap’.
Your job at this moment is to get him across that gap, so that he gets to know you and feels comfortable doing business with you.
So you need to start building a bridge to make it easy for him to come across to you, and get to know you better.
And it doesn’t happen instantly.
Like all reliable bridges, it needs strong foundations so that it stands the test of time, and will allow all-comers to pass freely over it, being as helpful to one person as to the next.
Eventually, as word gets round, lots of people hear about this bridge and they all want to come and use it to get to the good stuff on the other side.
So initially you need to help them cross the Credibility Gap. We construct a BRIDGE. Our bridge will be made up of, well …. let’s call them stepping stones just to keep it simple. And each stepping stone is rock solid and will keep our guest safe and secure as they make their way across. OK a bit of imagination is needed here – but keep following the analogy – lol.
In the Internet Marketing world, we form the bridge by building a LIST.
You know what that is by now I imagine.
And a great example of a Stepping Stone, is a FREE GIFT of value. The importance of giving value can’t be overstated. If you offer a Free Gift that offers real and valuable help with a challenge in your particular niche, then people will recognise that as a Stepping Stone and will be encouraged to subscribe to your list.
And the Bridge Building and List Building process has begun….
You’ve invited them to take the first Step on the bridge over ‘Credibility Gap’, towards you and your Business, and they’ve responded by taking that Step.
WTF! I’m rambling on forever – lol. Hey, wake up !
But now, this post is about as long as I dare make it before people start nodding off.
So I’ll close it there and make a solemn vow to continue this worthy story in my next post which will be in less than a week…
– I PROMISE 😉
Hey there, wake up ! If you’ve enjoyed reading this or maybe even found it helpful in any way, please feel free to leave a comment, for which I will be eternally grateful. A
And as you know good people, I’m always desperate for help so please consider sharing to FB Twitter or G+ – that would be terrific thanks.
And if you can tolerate more, then you can find the mind numbingly eloquent List Building Basics – Part 2 HERE