Creating Credibility in the Marketplace

Hi everyone! I’m so grateful to you all for leaving comments yesterday that told me what your fears and needs are for the upcoming 90-day product creation challenge. In the days and weeks leading up to it, hopefully I can help you with some of it.

Today’s lesson is for those who felt they’d have no credibility in the marketplace or that people would see them as a fraud if and when they release a product out into the marketplace.

Here’s today’s vlog and some text below:

So here’s what I talked about in the vlog:

4 things your audience wants in order to find you credible

1. They want honesty. That’s why sales copy in the form of text AND video is so important to me. Text can’t convey a person’s personality – and we can tell a lot about whether we’re dealing with a phony by seeing them talk.

Text is for convenience.

You wouldn’t believe how many people thank me for the video just because it helped them feel at ease with me on PLR ATM or Ghostwriting Cash. But you can see even there I’m slightly awkward and uncomfortable – that’s because I hadn’t been vlogging much at that point. My 30 Day Vlog Plan video sales copy will be so relaxed and at ease. I look forward to that!

Your sales copy should accurately depict what your product will and won’t do. Don’t use phrases like “turnkey” or “push button” if there’s hard work involved. Don’t say “overnight” if that really means up to a year.

For me, you have to prove yourself. Everyone’s a fraud – until they’re not. And that’s okay!

2. They want you to be thorough. How many ties do you buy a product and the product creator has left things out? Now sometimes it’s an honest mistake – you forget what a newbie doesn’t know.

When you go into product creation, don’t leave out information on purpose so you can sell it later.

3. They want competence. Are you planning on going into this with every intention of sharing good information? If so, then you’re not a fraud. Are you going to share something that you feel and know works – if not for everyone, then at least for some?

I’m fat.

But what if I knew of a simple diet trick that helps some people lose 20 pounds. It’s a healthy trick. It’s easy. Would you think I’m a fraud if my sales copy said, “I discovered a diet trick that helped me lose 5 pounds – but others have lost 20 pounds with it so I wanted to share it so you can see if it works for you!”

It’s all about honesty in your sales copy. If you’re capable of gathering or uncovering good information that can help people, then go for it! They just want it to work for them, period.

4. They want good customer service. Shady people don’t answer questions or offer help after someone buys. They don’t try to remedy things – and they avoid giving refunds.

Credible people who believe in their products do all that – and more. They go above and beyond in helping their customers succeed with their products because they truly believe in them!

Build credibility leading up to your product launch.

This is why I batter you guys so much to start blogging and vlogging and social networking on sites like Facebook, Twitter and Google Plus. Because your credibility isn’t what’s going to convert into sales on your sales page. It’s the credibility you’ve built outside of that copy that helps you convert.

Building a loyal audience on those sites and your blog is like pouring a foundation for credibility. Whenever I land on someone’s sales page and I think I might want to buy the product, I go Googling. I want to know what they say on those other places – what kind of person they are.

Now you may have different criteria than I do for shopping. I had someone say she regrets buying from me because I Tweeted a link about Piers Morgan having armed security guards and I felt if he doesn’t like our laws, he should go home. That might offend you. You might have politics as your #1 buying criteria.

For ME, I don’t go by politics or personal beliefs. You can be the biggest gun control advocate and Obama supporter in the world and it won’t affect my buying decision. What I personally go by is the kind of person you are. I want to know how your ethics are – how you speak about your family, if at all.

I LOVE that John Chow continually talks about Sally (his precious daughter) and his wife making him a success. Why? Because he’s kind of hyped up to say the least – and this grounds him and makes me understand why he’s over the top. He’s being a good provider for his loved ones. He’s found his audience and he caters to them.

I DISlike people I find to be phony. I’ve gotten offers to do TV infomercials about WAH success and I turned it down because I felt like the people associated with it were not genuine. The WORDS they said were perfect, but their ACTIONS were not.

You will NEVER see me being inconsistent in what I believe. That’s one thing people who disagree with me compliment me about – that they may not agree with me, but they’re happy to know where I stand. They know I’m being honest. Now my viewpoints might evolve over time – as I educate myself, have experiences, etc. But I’m always truthful about what I think.

So consistency is key in building credibility beforehand. If you preach ethics on your blog, but I get on your list and you’re constantly promoting shady characters and using pre-made affiliate promos trying to pass them off as you in the email, I’m not going to trust you.

Another thing you want to do leading up to the launch is provide care and concern to your audience. Offer free, helpful advice on your blog. I have people sometimes comment or email me saying, “I would have PAID for the information you just shared!”

That makes me feel good. It means I’m offering value.

People want to know you’re responsive. No help desk crap or unanswered emails. They want you addressing their needs – even BEFORE they’re a paying customer. You don’t walk into a store and ONLY get help AFTER you’ve checked out at the register do you? No – you have salespeople helping you find sizes, colors, merchandise in general. They answer questions beforehand, show you how to use things, etc.

So I hope this helps you – even if you’re not concerned about credibility, maybe spend a few minutes analyzing your own credibility and seeing if you stack up okay.

Tiff 😉

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33 Responses to “Creating Credibility in the Marketplace”

  • Thanks for this. I was considering a weight loss related product for this challenge but I worried that since I’m not at goal weight yet if I should do this one now. I have already lost over 45 lbs and by launch I hope that number will be up by another 20 lbs…I’m doing the product that I’ve been dreaming up for the last year. I even know what one bonus will be already. Credibility still scares me, but I’m doing this anyway.

    • Tiffany says:

      Yes – it’s much less intimidating learning from someone still in it and succeeding than it is going to someone like Susan Powter or whatever her name is – she’s intimidating. LOL

    • Katie S says:

      Crystal, if it helps any … as a person who is in the process of losing weight, the fact that you *have* lost 45 pounds means more to me than whether or not you’re at your ideal weight. What you’re doing obviously works. Plus, you’re in the trenches, so to speak. You know what other people are going through with their weight loss because you’re going through it, too. I think those factors could be important selling points for a lot of potential customers.

  • Thanks Tiffany, you brought me on track once again! I’ve been looking around at websites in my future niche to understand the competition and help me drill the focus down a bit and your words helped me think about who my audience will be.
    It helps to step back and look from the outside in, to put myself in my reader / customer’s shoes.

    Two posts today –

  • Marilyn says:

    Wonderful message for anyone! There is so much hype out there that is hard to trust any of it. I liked your exercise with Craig; you have found a true friend in him.


  • Shan says:

    Hi Tiff

    Thanks for that. We see so much crap that it’s hard to know how we should be tackling our own product.


  • You mention people say they would pay for some of these blog posts… that’s so true with these posts about product creation. You’re sharing so much amazing information.

    I hadn’t thought about adding a video to the sales page. I’ll definitely have to do that.

  • Hi Tiffany, having already jumped in feet first & created a product I am looking forward to the next challenge. But as for putting myself out there, whoa, as I have trust issues even with the people closest to me, it’s a real problem for me. But honesty, now that’s another thing, I am totally honest so I will have no issues there lol.
    2 posts today – Days 19 & 20 for me.

  • The only thing that I could suggest or throw out there to this maybe add to this list is “integrity”!

    Integrity is must when it comes to any business.

    Just my two cents,


  • Some great insights in here again Tiff. You are answering the questions (and or objections / excuses) that have held so many people back from trying this path before.

    Your fan base will be exploding when people start talking about the results they have gotten from completing the next challenge.

  • Robert Mason says:

    Hey Tiff,

    Another well-deserved kick up the rear!! Great post, thank you very much.

    You’ll get us all there, by pushing and pulling and . . whatever else it takes!

    Your persistence is clearly one of your many strengths.


  • Garry says:

    Hi Tiffany,

    I only arrived on your list a couple of weeks back, and I really look forward to, and enjoy resding, your emails and blog posts.

    Glad you mentioned delivering customer service as a way of building credibility in the marketplace. Totally relate to that. Customers are the lifeblood of my business, without them I’m toast. So I ALWAYS try and look after them like they’re family.

    I remember one time I asked a WSO vendor on the Warrior Forum a question about compatibility of their product to a certain graphic editing software (it was a graphics related product). Their reply was they didn’t know, nor did they appear to even try and find out the answer. They suggested buying the product and then testing it myself… yeah sure I’m gonna spend my time doing that!?

    They lost the sale.

    Delivering excellent customer service before the sale, during the sale and after the sale is so important.

    • Tiffany says:

      Ah laziness – not a good way to gain credibility! LOL!

      Glad you’re here Garry – always nice to add more people to the community who think like we do.

  • Sharon says:

    Thank you for this post, Tiff. I’m working on building credibility among my audience and I’ve found that when I’m real with them…those times when I let them know when I’m hurting, is when they respond to me the most. I learned that form you by the way.

  • Carol Amato says:

    Hey Tiff,

    Yeah, credibility was a real concern for me when I was first starting out…

    When I finally learned that I needed to stick to my own journey and share what I’m learning, and let others ride my coattails…I was much more comfortable with that.

    Yep, used to feel pressured to be this ‘authority’ right away… Yeah, mindset needs to be positive, but keeping it real, honest, and transparent, that’s the wonderful balance for me.

    Leaving comfort zone in 2013 on a more frequent basis is the norm for me! Yeah!

    Looking forward to this challenge. 🙂

    Have a great weekend.
    – Carol

    • Tiffany says:

      Yes and you achieve that all the time so good for you – most people keep waiting for perfection and a PhD I think! LOL

  • Jan Kearney says:

    Feeling a fraud… I used those exact words on Friday chatting to my coach.
    I have huge issues with that feeling, and it’s something I need to get over.
    Thanks for the kicking and clarification 🙂

  • Edie Dykeman says:

    Great points and well worth rereading once in a while. I’m enjoying your posts leading up to the challenge.

  • Janet says:

    Hi Tiffany -great blog post!

    My main efforts online so far, apart from blogging, have been writing ebooks. I have one published and another almost ready to go. What I am struggling to understand is the difference between an ebook and a digital information product. I wonder if at some point before the challenge you could clarify this

    Many thanks

    • Tiffany says:

      People use the terms interchangeably except for the fact that an information product might include other components – video, audio, membership, etc., while an eBook is just an eBook.

  • Janet says:

    Thanks Tiffany – that makes sense. I am relatively ok with the writing part of the process but need this challenge to help me think beyond that and to look at the other aspects you have mentioned to make it a more worthwhile product

    Really looking forward to this!!! 🙂

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