Welcome back to the podcast. In our last episode, we talked about the importance of buyers being bought in, and specifically we talked about being bought into the problem and having the desire to want to fix it, and what that means in terms of upgrading who you're talking to. Once you do that, there's one more area where buyers need to be bought in, and that's in the area of trusting you. They need to be sold on why you are the person to say yes to. And so in this episode, I want to talk about how to build trust quickly with buyers so that they are ready to say yes to you.

Buyers don't need a lot of time in your world. We've been told that trust takes time, and that means that many of you have designed your sales process to take a lot of time. But people don't actually need a long runway. They need a deep enough experience with your brand. And that's a big distinction, because one can take months or years to build, and one can take just minutes.

When you want to accelerate your sales process, you don't need a lot of long nurture sequences. You don't need high-pressure pitches. You need experiences with your brand that build trust and belief quickly. And so there's a concept here that I want you to consider, and that is time on brand. The more time someone spends on your brand consuming your content, the faster they will say yes, the more ready to buy they are.

So this isn't simply about building know, like, and trust, because you can do that the hard way or you can do that the easy way. You can build know, like, and trust over years. You can have a six-month sales cycle where you assume it's going to take that long for someone to come into your world, get to know you, and want to move forward. Or you can sell buyers on why they should work with you very, very quickly.

You can build that know, like, and trust in a different way by creating an experience with your brand where they spend more time on your brand by binging your content and getting to know you and connecting with you very, very quickly.

There's a client once who I worked with, and she told me that she'd been referred to me, or became aware of me, through someone else, a prior client of mine who mentioned me. And at the time, she'd heard about me, but she didn't really look into me much. She kind of saw what I was about but didn't move forward. And then at some point, something caught her attention, and she began to listen to my podcast, and she binged the episodes.

And this has been years ago, and so my podcast has rebranded. There were many more episodes in a prior version of my podcast than there are at the time of recording right now. And she binged a ton of those episodes, and when she did, she became sold on working with me very, very quickly.

And so even though someone had an incredible experience and mentioned me to her, she did not move forward initially. It wasn't until she binged my content, recognized all of her problems and desires in my content, but then also through my content heard other client stories and got to know my approach and my personality and connected with me in a meaningful way without actually ever talking to me, by the way. It wasn't until then that she was bought in, and that didn't actually take much time.

What took time was for her to take that first step to get into my world, and that's where I learned to speed that up and get my content in front of people more quickly. But until that point, she wasn't moving forward. And then as soon as she got into my world and actually started consuming content, she went through it so quickly, and she was ready to start working with me in just a matter of days.

And I don't know about you, but I've experienced the same thing as a buyer. I have found someone on YouTube, watched a video, thought, okay, that was really helpful. Watched another video, thought to myself, okay, that's the way that I think about my business. That's the way I approach things. I have similar values. We have a similar approach in the way that I like to work. We seem very aligned.

Oh, all right, they're kind of funny. Oh, they have a family. All these little pieces started to connect as I watched a handful of videos, and then all of a sudden I was entering my credit card information to begin working with that person.

That's an experience that happens to me, and I'm sure happens to you, and it happens more quickly than you'd imagine when you're able to sell someone on why to work with you through your content in that bingeable format. It doesn't take months of following someone. It just takes the right exposure at the right time, and in a very short time, it can happen.

When someone is ready and motivated to solve their problem, then your content can sell them on why you in a short amount of time. And I'm not talking about purchases that are $27. I'm talking about investments of $30K or more that I've made without ever getting on a sales call, without ever DMing someone.

And I'm talking about having an incredible experience working with someone, not having buyer's remorse after the fact either, but really feeling like, okay, yes, this was the right move. I'm in the right place. I got everything I needed. I learned everything I needed to know, and it was on my own terms, which felt great as well. There was no pressure. I was completely self-led as a buyer.

There's a very, very big difference in a sales experience for the buyer and for the seller when it's built this way.

So the first thing that I want you to take from this is that trust doesn't come from time. It comes from exposure. Again, traditional thinking says that trust has to be built over months and months and months. People actually make buying decisions much faster when they feel aligned and clear.

And so what matters isn't how long they spend, it's how much of your brand they experience. They don't need to have been on your list or in your world for months and years. They need to have consumed more of your content more quickly. Time on brand creates belief fast, way faster than just time on list.

So I want you to think about this exercise. I've done something similar with my clients where we looked at how often they're communicating with their audience. If we just look at email list alone, let's start there. Some of my clients came to me only communicating, only marketing to their audience on their email list, maybe in the best-case scenarios, oftentimes a couple times a week. Some of them were only sending emails a couple times a month, some maybe just once a week, and again, some of them maybe a couple times a week.

And we looked at what they were sending and how often they were sending emails, because many of them were sending emails and every email was a sales email. So they were rushing to make an offer, and they weren't giving value to get someone really bought in on working with them before they made those offers.

So we switched things up, and we looked at what it would take to get people to consume more of their content, more of the value that they create in the world, more quickly. And there's a combination of changing the content of the emails to drive to more value, to provide more value, and also to make that value delivered in a way that is bingeable, and then to increase the frequency of emails.

If someone's very engaged with your content, if they're gaining value from what you're sending, they are going to want to read more. Anytime that I unsubscribe from emails, it's because I'm not getting anything from them. They're not benefiting me. And maybe they're coming on too frequently, but it's not just the frequency. It's the frequency paired with the lack of benefit to me.

Versus the emails that I look forward to reading, where I connect with the person, I get something valuable from it, and I can't wait for the next email to come. There are certain people that when I see their name pop up in my inbox, I want to open and read that email immediately.

What would it take for your audience to feel that way about your content? How can you give them more of an experience with your brand more quickly and build up that time on brand faster?

So I've talked about increasing time on brand. I've mentioned binging. Why is binging so important? Binging your content builds belief quickly. Self-led buyers are going to make decisions quickly, but it's going to happen after they've consumed enough of your content and led themselves to take that step to buy.

I love buying when there's no pressure, no one else reaching out to me, when it's my idea to buy. That's what we want to give your audience. We want it to be their idea to buy, and we're doing that by giving them content that aligns with what they need to experience in order to have the idea to take that next step and buy from you.

So when someone sits and they binge your content, that's where that buy-in happens, the buy-in to working with you. Your content replaces lots of objections and questions and explanation and asking to speak to other clients and on and on and on. All of the things that add time to a sales process can be removed through bingeable content.

It becomes their research, their proof, their filter for decision-making. And when someone is consuming your content and then they take the next step, whether they start working with you, they DM you, they book a call with you, whatever your sales mechanism is, and they say to you, “I've been wanting to work with you,” or “I knew that you were the person that I wanted to work with,” it's because your brand gave them enough to build belief.

And so someone discovers you, and then they go through a three-step process. They binge your content, which builds belief, and then they buy. So binge, belief, buy.

The content that you create needs to be the type of content that builds belief, builds belief in why they should work with you. It should answer all of the questions that someone might have in a sales conversation before they ever get to the sales conversation. And that means they're ready to buy without needing a sales conversation.

So the last point here that I want to make is that the more strategic and intentional your content, the faster you can build that trust. It's not just about let's create more content. It's about the right mix of content that builds trust from multiple angles.

There's problem awareness content so that they understand that the problem that they have is the problem that you solve. It helps them understand what their real problem is so they even know what to solve. There's belief-shifting content that helps them understand what's possible, helps them believe more in themselves, helps them see why you are the person to work with, helps them change their way of thinking about their problem and the solution to see it for what it really is.

There's connection content that builds that emotional connection with you without even talking to you. They begin to feel like they know you. They feel that alignment. They see that there's commonalities and similar values. And then there's content that handles objections and gives them more clarity so that they feel confident moving forward.

When your content ecosystem creates depth, depth with your brand and experience that includes all of those types of content, your audience builds trust, and they build trust quickly, and they build trust without requiring your time.

So remember, you do not need more time to make sales. It doesn't have to take a long time. Demand already exists. People already want what you're selling. You need to find and reach those people and then create an experience where they get to know you and they build belief very quickly in themselves on why they should work with you, why you're the only one that they want to work with.

So you need to prioritize time on brand, get more of your people to experience and binge more of your content, intentional belief-building content that connects, that offers clarity, that shifts the way that they think, that gives them awareness of their real problem and what's possible for them, and gets your buyers to trust you fast.