Clients need to trust you if they are going to hire you.
Naturally, you think demonstrating a little expertise is what does it.
That’s why so many goo-roos teach “leading with value”.
This usually looks like:
- Pre-writing copy for a lead
- Studying the lead’s copy and offering up suggestions
- Of course, the all-important LOOM VIDEO
…except these things don’t actually provide value.
They do the opposite.
You’re disrespecting your prospect
Money. Time. Bandwidth.
These are the 3 things every Decision Maker wants more of.
If he/she is hiring a writer, they’re doing it so they can get more of at least one of those things.
Now, let’s say a Decision Maker is looking to hire a writer.
Two writers pop up on their radar:
Writer #1 sends them a message saying, “Hey! I’m a writer. If you need writers, let’s talk.”
Writer #2 sends them a message saying, “Hey! I’m a writer. I recorded a quick Loom video showing you how I can help you get more sales without spending money on ads.”
Most goo-roos would tell you that Writer #2 is a slam dunk – that they would stand out and they are showing more effort and personalization.
I’d argue, from my experience, Writer #1 has a better shot.
Why?
Because Writer #2 isn’t giving. He’s TAKING.
By sending an unsolicited Loom video, Writer #2 is asking the Decision Maker for more of his time.
Writer #1 is saying, “If there’s a fit, let’s talk on your timetable.” He gets to the point in about 5 seconds and puts it in the hands of the Decision Maker (where it should be).
If you want proof, I’m in a Slack group with some heavy-hitters. Household names (at least when it comes to online names). Guys who make 6-figures a month.
They get pitched all the time… and when they are sent a recorded message, they openly admit that they don’t listen to them.
In case you can’t tap-and-zoom on that, here are the highlights from THREE different major league Decision Makers:
“Sending a 1 min voice note is a lot to ask from someone who has no clue who you are.”
“I refuse to listen to voice notes from people I don’t know.”
“I don’t care if you’re sending me the secrets of the universe. I am not listening.”
Whoops!
You don’t get to define what is valuable
“But I’m leading with value! It’s free! Don’t they want that?”
Maybe. Maybe not.
You don’t get to define that.
And the value of what you’re providing is in direct competition with the value of what you’re requesting.
You’re requesting their time and bandwidth. Watching your Loom video TAKES from them. It’s an investment of what is most important to them.
It doesn’t build trust. It requires trust. Trust that you haven’t built yet.
You build trust with conversations
The easiest and most efficient way to build trust with a Decision Maker is by having a conversation with them.
Learning their needs.
Then tailoring your solution to those needs.
“Doesn’t this take more time?”
Sure.
But it becomes the Decision Maker’s choice to invest that time.
They GIVE it instead of you TAKING it.
Massive difference.
I would argue that most people who do Loom videos and swear by them would have gotten those clients regardless of the Loom.
They could have just reached out to them and said, “Hey! Let’s talk about your writing needs” and gotten the same result in 1/4 of the effort/time.
The best way to convince someone is to let them convince themselves.
Strike up a conversation with a Decision Maker and let them drive the interaction. They’ll tell you what they need. Then you just have to provide it.
Stop trying to figure out what they “value” and shoving it in their faces. Most of the time, it just backfires.