Be the face of your product or service by following these tips
Credibility is one of the key factors in selling a product or service. Getting the public to trust you is important not only for increasing sales, but in forming long-term and profitable relationships with clients. One of the easiest ways to do this is by showing knowledge and expertise in your field, thus establishing yourself as an expert on your subject. When you come across as knowledgeable, people are more likely to trust you and buy your product. You don’t have to become a national celebrity – you only need to establish yourself within your field. Here are some ways you can build a good reputation and use it to promote your business.
- Write a book – Your own book will be your permanent contribution to the field, so it’s important to make it sensible and credible. You don’t have to invent new philosophies, but you can’t just rattle off your opinions either – they have to be backed by existing principles. Do a little research and cite actual facts and figures to support your ideas. You can also use this book to promote yourself later on – mention it in ads, discuss it in talk shows, or even sign autographs for clients.
- Read and contribute to professional publications – All markets have at least one journal or magazine dedicated to their subject. Read the most widely read publication in your field to keep up with market trends and current issues. This way, you can contribute articles to them and get read by potential clients. It doesn’t have to be a full-length article – you can start with letters to the editor, and start submitting articles when you’re more familiar with the subject. Befriending the editors and publishers of these publications can help you get published and show the public that you are prominent in your field.
- Join associations – Get involved in professional associations relevant to your business to gain useful contacts and meet potential clients and partners. Don’t promote your business directly within the association – participate actively in their projects and show a genuine interest in the subject. Such associations offer useful benefits to active members, such as exclusive subscriptions and access to conferences and seminars. You may even be asked to speak in conferences or write journal articles later on.
Final tip
You should also try to interview prominent people in your market – doctors, specialists, academics – to help you better understand your public. These people represent the most knowledgeable, and thus most selective, members of your target market. Understanding their needs and wants will help you develop products that appeal the most to them. Don’t sell your products to them, as this can make you sound like a hard sell. Establish real relationships with the experts and learn as much as you can from them.
Once you’ve gained their trust, they can point you to other key people in your field. Later on, these contacts can help you get published, book you for speaking engagements, or even provide positive testimonials for your book or product.