Credibility Is The Catalyst To Conversion
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Credibility is the Catalyst To Conversion.
-Jerryll The MSOOTKAUG Noorden
One of the packages we offer is called the credibility package. Obviously if you are selling something you need to explain what it is and what it is good for. So needless to say … Its Goodah Foh Yahh. But ok I guess I am not yet THAT credible you will just buy into it, but you WILL after you read this, and as a bonus, you will most likely get a ton more leads taking this blog post seriously. See, I figured I can explain our credibility package while giving you cheapo freeloaders a ton of value at the same time. Isn’t THAT just nice of me! OK ready?
Here we goes! CREDIBILITY!! WHOOO HOOO!
Credibility is everything!
Well!! There. There you have it. That wasn’t so bad was it? That’ll be $1,400,000.- Thank you, the end!
OK OK fine fine, consider “my” definition of “Credibility” as applied to this REI space:
Credibility is that “motivation” a person that lands on your page needs, to fill in the form, with the intention of selling their house to you, below market value, based on the believability that you actually will, and can do what you claim you will do. Read that last sentence again. And again.
See most get this wrong, and in order for me to explain it so you fully understand this you need to consider the following:
1. Credibility Vs. UVP: Know The Difference
A UVP (Unique Value Proposition) is a clear statement that describes the benefit you or your company offers, and how it distinguishes you from the competition. In other words, what unique value are you offering to your traffic that your competition does not offer. Obviously your UVP is important, but it doesn’t even come close to your credibility score.
So, back to credibility:
Credibility is that “motivation” (inner voice, trust) a person that lands on your page needs, to fill in the form, with the intention of selling their house to you, below market value, based on the believability that you actually will, and can do what you claim you will do.
Promising someone a TV, or free moving services if they choose you to do business with, may increase your conversion rate, but not your credibility score, and definitely not the lead quality. In-fact, it lowers your average lead quality! See, if you are not credible, they wouldn’t even believe you would give them the TV in the first place. Lead Generation STARTS with credibility. Only AFTER your traffic believes you are credible only THEN will they take anything you say seriously. That’s how it works (usually).
The more desperate someone is to sell their house, the more credible you need to be. Most people if not ALL have this reversed. Most people think that if they are very desperate, they will fill in the form because, well, they are very desperate. But this couldn’t be further from the truth. It is established that the longer your traffic stays on your site the more likely they will fill in the form. Well yeah but it is the other way around, you weirdos. The more motivated someone is, the more they will go through your content till either you stop being credible to them, or they reached a point where they are convinced you are credible and fill in the form.
See it this way… If someone needs to sell desperately, they can’t afford to waste time with tire kickers or people in general that possibly wouldn’t go through with buying their house in cash. They need to be SURE you will buy their house and not waste their time. That, by default, is what it means to be a very motivated seller, and this is the reason paid ads do not attract motivated sellers, unless you do it right, and most don’t. They will accept a lower offer in return for the certainty you WILL buy their house fast. And how can they possibly know you will buy their house (fast)? They CAN’T, it is all about trust, faith that you will, credibility! Exactly!
1. Credibility Is Not As Simple As You May Think
Credibility is the most deceiving part of the game. Everyone thinks they have it dialed in (which simply means everyone thinks the more credibility metrics you introduce to your site the better). Well let me ask you this. What happens when you try too hard to make someone believe you. They believe you less.
Credibility is a desired result of applying a set of tasks, not the action of completing these sets of tasks. What this means is simply this:
Not because you can check off a list of credibility tasks (like putting a picture up of yourself, and putting three thousand reviews up on your page, and…, and…, and…), it suddenly means you are now credible, “voila!”.
2. How Credibility Works
Credibility is no challenge when there is abundant proof available. On this site for example, I target investors. On my “We Buy Houses In Connecticut” motivated sellers website, I target motivated sellers. The tasks to be applied, so that you will be considered “credible”, depends on what audience you target.
Here, on my SEO For Real Estate Investors site, I don’t need to print a polo with my logo on it and upload a picture of myself wearing it. I don’t need to be BBB accredited. You are savvy. You are results driven. You see I am ranking #-1 all over Google. You see I have leads coming out of my butthole.
You see I don’t pay a cent for my leads. You see me buying houses. You see videos of me closing on properties. You see our closing attorney freaking out every time we close on a house where he can’t understand how we get them so cheap. You see videos of my broker in disbelieve how we continuously get these crazy insane leads of motivated sellers. You see my before and after house flip pictures.
You see me all over Biggerpockets correcting everyone about SEO. You see that I am good, no, you see I am insanely good (aww thank you thank you, you only say it because it’s true!). I do not need to prove it to you.
Not once have I been asked to show proof of my skills and talents. Why? Because I am credible, and this is all you care about. Do you really care what I look like? Do you care about “my company” page and my “about us” page? As long as you see I can deliver, you couldn’t care less. But try that on your motivated seller website and you get no conversions.
The challenge most of us have, especially those that are new, is that you have no proof you are credible. You can say all you want about yourself, but the better it sounds the less credible you become!
So how do you become credible when you have nothing to show for it? How do you convince people you can and will do what you claim you will do, and how do you quantify your ability and capability to do so? You see, credibility in its most primal form boils down to one simple thing.
Flat out telling people you are the best there ever was, is, or ever will be, at what you do, without actually telling them that. What ever it is what you do, pleasing your customers, buying houses in cash, giving fair offers, creating win-win situations, if you can convince people without a doubt you are the best at it, people will most likely believe you. Now how do you convince people this without telling them.
3. Indirect Credibility Strategies ALWAYS Trump Direct Credibility Strategies.
See, in order for you to believe I am credible, other people need to state this, not me. You lose credibility if you blow your own horn (unless you have substantial indisputable proof, and even then you need to be careful as you do not want to come across as arrogant, look who is talking right? Shutups!).
This brings us to the core of our credibility strategies:
- You increase your credibility score when other people talk about how good you are, seemingly by their own initiative, without bribe, asking or compensation.
- You increase your credibility score when it (seemingly) CLEARLY wasn’t your intention to show/say/insinuate how good you are (obviously it was).
These 2 points encapsulate all there is and ever will be concerning successful credibility strategies. We develop strategies based on these 2 rules of credibility
We cover all these in dept strategies in the credibility package. Both of these points need to be done in a very strategic way. If you think that you can simply have a few reviews of people talking about how good their experience was with you, think again! How often do you see a review from a competitor, and you think it just doesn’t seem organic or natural, almost as if they are doing it against their will?
Methods like these are tricky because people will know that even though the review may be real, they were not leaving that review because they were satisfied. It feels like they do it because you asked them to. And that is exactly the thing about credibility. Credibility is part logic and a whole lot of emotion. If they just have this “feeling” something is shady, done! Game over, you lost, your competitor wins! Now you know what Credibility is. Lets talk about how we will tackle it on our amazing platform.
2. Applied Credibility Dissected
It is funny that everyone talks about on-page and off-page SEO, but no one mentions on-page and off-page credibility. So I Jerryll The MSOOTKAUG Noorden will introduce this.
1. Off-Page Credibility
As I write this article on Monday October 14, 2019, I have never ever done any paid marketing. Ironically, I am writing this content now because we are launching this product through paid advertising but regardless, as of this point in time there has been no advertising on our part. Yet we get clients requests like clockwork. How? Well this is where off-page credibility comes in. Every single client I have now found ME, I did not find them. They sought me out because they saw me on Biggerpockets. So consider this. If you found me through any means other than my website here and are tempted to buy my products, then this strategy worked on YOU! You considered me credible before you even landed on my page and all you need to know now is how much it costs. You already know my products work, or at least you think you do and you are ready to fill in the form, or give me a call. We apply the same strategies to your motivated sellers and we 10X it! (remember, they are a different audience).
2. On-Page Credibility
On-Page Credibility is whatever you put on your website to make you more credible when your traffic sees it. Now, if you found me through my ads, that we are about to launch, I have ZERO doubt you will think I am credible AFTER you browse through this website. The challenge here is, what makes you think people will read your content? They need to be interested first. This too is part of on-page credibility strategies.
Getting Your Traffic To Read Your Content
You wouldn’t land on my website if you didn’t have a pain that needed to be eradicated. You have a current situation and you have a desired situation. If these two situations are not the same, if there is a distance between these two, you have a “pain” that you want gone.
Your current situation: is that you do not get nearly as many leads I am getting for free and even if you have a few leads here and there they are not nearly as motivated as mine. That is your current situation.
Your desired situation: is that you want to be where I am. Free leads, every day, of outstanding quality, motivation, or desperation to sell.
Your pain: is that you have to pay for your leads, you do not get many and the leads flat out suck! You have no idea when the next deal will come from and you are not certain of anything. That is your pain.
The more distance between the current situation and your desired situation the more interested you will be in my site to see if I can truly get you to the desired situation (Yes I absolutely can). The sooner you can make this ( their pain, the gap, the separation between their current condition and their desired condition) clear on your website, the more appealing your content will be to read to them.
Take this SEO site as an example:
The moment you go through my site you will quickly realize how good I have it and therefore how bad you have it (creating separation between current situation and desired situation). Then, you immediately see proof browsing through my pages, that simply cannot be faked. You will try to find holes and flaws in my theories, my proof, and my results. And when you simply can’t find any, you consider me credible. Now the only criteria that needs to be satisfied is, them being convinced I can help you as well. If they do, and they have no reason to when they see my reviews, Game Over, You Got A Lead!