How do you build trust and get bookings for your business?
Lately, I've been thinking about the difference between product marketing and service marketing.
I've done both, but for some reason my heart gravitates toward service marketing. It took me a minute to think about the reason why.
I think it is because it focuses on PEOPLE.
When someone purchases a service, they're making the decision to work with a person. So, that service provider had to earn trust, build a reputation as an expert, and showcase results before they even had a call with their client.
How do you do that?
- Your product is invisible and your results are unknown. You have to prove the abilities of the PEOPLE providing the service through content & PR.
- Authority marketing is key - build trust through articles, speaking, videos, podcasts, and contributing to pubs (HARO is a good place to start).
- Case studies & testimonials are essential elements of proving ROI before a prospect purchases.
- Differentiating is SO different for service businesses. You stand out through your personality or niche expert knowledge (or both).
How do you build a business based on your expertise?
I've written an eBook on this subject, The Expert Business: How to get booked solid in five steps, and I'd love to share it with you as a thank you for being a subscriber.
Download Here
Talk soon,
Sarah
P.S. If you pass this along to friends, colleagues, and anyone else you think would find it useful I'll love you forever.
