Day 30: Proving your capabilities without sounding like an 'expert'
Published: Tue, 06/21/16
How often do see words such as “expert,” “skilled,” “professional,” or “knowledgeable” used in marketing materials?
Especially among service providers, these terms show up everywhere -- and understandably so. They give a glimpse into your capabilities.
But using these words creates a problem. Prospects see them so often that the language loses its effect.
Being an “expert” or “professional” turns into just another common claim shared by others in your industry.
So how can you prove your skill and deepen desire for your product or service without sounding like everyone else?
Well, I suggest applying what I call "The Kid Creation Effect." Let me share a quick story to explain how it works ...
One recent Saturday morning, I walked into the kitchen to find my 8-year-old son making breakfast. This sight isn’t unusual for the want-to-be chef -- Alex loves coming up with new kitchen creations.
This time he had frozen waffles, a loaf of a bread and syrup. First, he toasted two waffles and tossed them on his plate. Then he grabbed a slice of untoasted bread and placed it between the waffles. The stack was then slathered with syrup.
Alex sat at the table and devoured his breakfast with barely a breath.
No doubt, this situation would have been different if I presented him with the same meal.
“Why did you put bread between my waffles?” he would have asked while giving a confused look at his plate.
You see, kids have difficulty finding fault with just about anything they create or discover alone. And, not so surprisingly, adults often share this characteristic.
So, instead of forcing an idea/thought/fact on your prospects, gain an advantage by helping them come to conclusions on their own.
Self-tests work well for these situations.
You simply walk prospects through questions that prove your knowledge, present a problem and help identify solutions related to your product or service.
One of my favorite self-tests is from Christopher Chabris and Daniel Simons. The Harvard psychologists created a video titled "The Invisible Gorilla" to demonstrate selective attention. In it, viewers are asked to count the number of times a group of people pass a basketball.
Of course, this seems like an easy task. Yet the simple test (which has amassed 14.6 million views) reveals a surprise problem for most viewers.
The problem is also a perfect demonstration for Chabris and Simons’ book -- as it noted in the video’s description.
Check out the challenge for yourself – it’s brilliant stuff.
Talk soon,
Tom
NOTE: This is Day 30 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
And if you’d like to discuss having me create a Guaranteed Marketing Profits Program for your business, please click here to get on the waitlist. You’ll be notified when an available spot opens.