How to Build Referral-Like Trust

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Transcript

How do you build the same level of trust that referrals have and pre-sell customers before they call you? Let's use a garage door repair example to show you how the strategy works. In this example, they need to take the kids to school and go to work.

But fixing the door quickly is only part of what they need. Most competitors repeat the same old features. Those claims matter, but they all sound much alike.

So we look deeper into the concerns, needs, and wants of parents with young children. In this city and the nearby towns, our research shows 80% value fast emergency response. Ninety-eight percent check reviews.

And 75% care about child safety. The list goes on. So our first ad says, ‘Same-Day Repairs.

We Make It Safe for Little Hands.’ The ad shows sensors, auto-reverse, and pinch protection where needed. When they click, the page continues that promise and answers their other concerns.

It can cover safety, the team's training, prices, and reviews about the things these customers care about. Then we create more ads, each addressing another concern our research uncovered. A review.

A case study. Respectful, Safety-Focused Technicians. If they don’t act after clicking the first ad, we show them these other messages.

Each explains something else this group values while competitors repeat the same claims. For non-urgent services, customers need to see your message 7 to 21 times on average before deciding to contact you. Each time they see your message should give them another reason to trust you.

All these ads speak to suburban families with young children in this area. Then we expand into other profitable groups of customers. Such as property managers, first-time homeowners, rental property owners.

Each group thinks differently, so each needs a message that speaks directly to them. Our Local Customer Opportunity Report reveals 15 to 25 local customer groups. With this strategy, you win even against competitors with more or better reviews.

With a referral, the customer trusts the person recommending you. With this Marketing System, customers can observe how well you understand their needs and concerns. That builds trust through their own observations, before they make the call.

For your business, we research your local customer groups and build the messages around their concerns, needs, and wants. If you have questions, we can go through them during your Growth Review and show you your options.