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It has to be said.
I meet a lot of people at both physical networking events and online and approximately one out every two people I meet are full of crap.
They don’t do what they say they do, they don’t have the experience they say they have, they don’t know the things they say they do and they can’t do the things they say they can.
They are spammers, liars, posers … whatever you want to call them.
You know this as well as I do because you have mistakenly done business with some of these people or you have spoken to them long enough to see through the thin vale of lies that they have set before you.
To be fair… these people are not being malicious in their deceit. They are doing what they have to do — “Fake It ‘Til You Make It!”
The Danger To Our Tiny Businesses
This presents a great problem for all tiny business owners because we are in danger of being labeled as full of crap as well. When business people are “burned” by a tiny business owner that can’t deliver on what they said they can deliver upon — it hurts us all.
Working with a solo entrepreneur or very small business becomes an unattractive option to anyone that has had a bad experience with a tiny business owner that got in over his head. It becomes more attractive to do business with a larger brand.
Think about it — why do you go to Subway instead of visiting that new “mom and pop” sandwich shop that just opened up? Because you know what you are getting with Subway. You know the prices, you know the menu, you know you will get your food fairly quickly and you know that you aren’t going to get a GREAT sandwich but you won’t get an AWFUL sandwich either.
Subway is a known. Mom and pop are an unknown.
As far as you know, mom and pop may not HAVE A CLUE about how to run a sandwich shop. They may overcharge you for a horrible sandwich that you had to wait 30 minutes for.
You face the same risk as a tiny business owner –
Why should I use your small CPA firm when I could go to H&R Block? I know I won’t get great, one-on-one dedicated service from H&R Block but I do know that I will get a decent service.
Why should you hire me as an Internet Marketing Consultant when there are so many larger brands in town and across the country that I could use?
After all … I might be one of the 50% that is full of crap. I may not be able to do what I say I can do. I may not have ANY experience.
Every one of your potential customers is staring you in the face and shaking in their shoes wondering — Does this person really know what they are doing? Or are they full of crap?
Calm Their Nerves
The type of marketing that I teach on this blog, when I speak and through my eBook — Tiny Business, Mighty Profits will keep your customers from wondering whether you are full of crap.
If you truly know your business — if you have the experience and the ability to do what you say you can do — PROVE IT!
Create content that shows me that you are an authority in your industry.
Here are some examples:
- How To Articles
- Case Study White Papers
- Podcasts
- Informative eBooks
- Images and Video of your facilities, past projects, equipment, etc
- Video and Text Testimonials (Video if you can get it)
It incumbent upon you to convince your prospects that you are to be trusted and building content both online and off-line is the most powerful strategy available.
Now — start putting all of this content in a place that you can refer prospects so that they can definitively declare — THIS PERSON IS NOT FULL OF CRAP.
Leave a Comment!
What do you do to ensure that your prospects don’t think you are full of crap?
Image credit: Lee Bennett
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{ 2 comments… read them below or add one }
You know alot can also be said about “word of mouth.” I hope that still means something in this day and age. I was traveling out of state and stopped somewhere for gas. Didn’t know my way around and asked the attendant where a good place to eat was. They directed me to a small family owned italian resteraunt. Said it was a local favorite not on the main drag. Turned out to be one of the best italian meals I have ever had. If not for the recommendation, I probably would have driven by without a second glance.
Regarding searches on the net. I put alot of weight on testimonials, images and videos.
I would think a good rule of thumb if you are a new or small business, is to ask yourself if your site would appeal to you if the tables were turned and you were the one searching for a service, product etc…
Yes, and a synonym for “word of mouth” is that sought after term in sales — referral.